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WHY ARE SO MANY NETWORKS TEAMING UP WITH HISPANICS?

February 22, 2012 by 1 Comment

THE HISPANIC BLOG BY JESSICA MARIE GUTIERREZ

20120222-090328.jpgPhotos: AP and Getty Images

Cable operator Comcast yesterday agreed to carry two new Hispanic-run TV cable channels, joining a growing march of media heavyweights targeting not just the $1.2 billion in advertising spent on Spanish network TV but on growing their slice of the $60 billion now spent with mainstream TV.
Earlier this month, market leader Univision tied up with Disney-ABC to launch an English language 24-hour news channel.

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In January, News Corp. said it would launch Spanish language MundoFox, a new broadcast network in the fall.
And that’s on top of several Hispanic spin-offs that currently exist, ranging from MTV’s Tr3s to ESPN Deportes.
Brad Adgate, senior vice president and research chief at Horizon Media, notes, “The latest Census says one out of every six people is Hispanic. You can’t ignore it. We are already seeing the trend of the white minority in some states.”

SNL Kagan estimates that Univision generated $825 million in ad revenue in 2011 while NBCUniversal’s Telemundo raked in $329 million — not including retransmission fees, which are an additional source of revenue.
Hispanics number 50 million, or 16.3 percent of the nation’s population, but the Census Bureau says that by 2040, Hispanics will make up 50 percent.
Hispanic spending power is expected to grow to more than $1.5 trillion by 2015, according to the University of Georgia’s Selig Center, or 15 percent of America’s total buying power.
Trend lines already make for shocking ratings reports.

On Friday evenings, Univision ranks behind only Fox in the advertiser-craved 18-49 year old demographic, with a 1.6 rating.

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The network is making inroads on other nights, too, and beats NBC on Thursdays this TV season with a 1.7 average rating, or 2.2 million viewers. NBC has an average rating of 1.6.
Run by former NBCUniversal TV President Randy Falco, Univision crows that it is beating NBC on one out of every two nights this season in primetime.

“Spy Kids” director Robert Rodriguez is fronting one of the new Comcast-backed channels. Called El Rey, it is scheduled to launch in January 2014.
Rodriguez said Madison Avenue has been welcoming of the idea, since it targets young, second-generation viewers who are influenced equally by American and Latino culture.
Rodriguez underscored the extent to which media companies want to get into the game.

“Comcast set [subscription fees] at a good rate so we don’t have to accept a lot less from everyone else,” he said, while declining to discuss the distribution fees guaranteed by Comcast.

The cable company was ordered by the Federal Communications Commission to increase its commitment to multicultural programming as part of its deal to buy NBCUniversal.
Negotiations will begin with other providers, said Rodriguez. “They gave us a leg up to help us get subscription fees,” he added. Comcast’s other Hispanic-themed channel is BabyFirst Americas.

Read More: http://m.nypost.com/p/news/business/hot_for_hispanics_e8OpxjvJTwwsxTsRqlPV2M

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DOES UNIVISION HAVE MORE YOUNG VIEWERS THAN ENGLISH-LANGUAGE TV?

February 11, 2012 by 2 Comments

THE HISPANIC BLOG BY JESSICA MARIE GUTIERREZ : YOUR HISPANIC NEWS

Univision News Attracts More Younger Viewers Than English-Language

Competition in January, Growing Audience Year-Over-Year

Recently, Univision has enhanced its news presence, including state-of-the-art sets for all editions of its newscasts, “Noticiero Univision”; Sunday morning public affairs show, “Al Punto” (To the Point); and newsmagazine program, “Aquí y Ahora” (Here and Now). It has also expanded and launched several social media and interactive initiatives, including a new Noticias Univisionapp for the iPhone, iPod touch and Android platforms.

In January 2012, “Noticiero Univision”:

  • Attracted 2.1 million Total Viewers 2+, 434,000 Adults 18-34, 977,000 Adults 18-49 and 1.0 million Adults 25-54.
  • Drew in a much younger, more engaged and highly unduplicated audience than its English-Language broadcast evening news counterparts:
    • A Generation Younger: 44 years old vs. 62 years old.
    • Tuned In Longer: “Noticiero Univision” (16 minutes), “ABC World News Tonight” (14 minutes), “CBS Evening News” (14 minutes) and “NBC Nightly News” (15 minutes) among Adults 18-49.
    • Unduplicated Audience: Over 90% of “Noticiero Univision’s” Adult 18-49 audience did not watch any of the English-Language broadcast evening news programming.
  • Averaged significantly more Hispanic viewers than the combined audienceof “ABC World News Tonight,” “CBS Evening News” and “NBCNightly News”
    • Two times more Total Viewers 2+ (2,086,000 vs. 942,000)
    • Nearly three times more Adults 18-34 (431,000 vs. 155,000)
    • Nearly three times more Adults 18-49 (965,000 vs. 337,000)
    • Two times more Adults 25-54 (989,000 vs. 411,0000)

Among Bilingual Hispanic Viewers:

Univision’s Jorge Ramos and Maria Elena Salinas on the new Noticiero Univision set (Photo: Business Wire)Multimedia Gallery URL

“Noticiero Univision” delivered 55% more Viewers 2+ than the combined audience of ABC, CBS and NBC’s evening newscasts (930,000 vs. 601,000).

“Noticiero Univision” ranked as the No. 1 broadcast evening news program with twice as many viewers as the combined audience of “ABC World News Tonight,” “CBS Evening News” and “NBC Nightly News” among Adults 18-34 (195,000 vs. 86,000), Adults 18-49 (433,000 vs. 202,000) and Adults 25-54 (416,000 vs. 246,000).

Noticiero Univision” delivered significantly more younger viewers aged 18 to 34 than the evening news on English-language broadcast television:

  • Six times more than “ABC World News Tonight” (195,000 vs. 30,000)
  • Ten times more than “CBS Evening News” (195,000 vs. 19,000)
  • Five times more than “NBC Nightly News” (195,000 vs. 37,000)

Univision’s Sunday morning public affairs program “Al Punto” delivered two times more Adults 18-49 (186,000 vs. 91,000) than the combined audience of the English-language broadcast programs (ABC’s “This Week,” CBS’ “Face The Nation,” NBC “Meet The Press” and “FOX News Sunday.”)

Univision’s late night news program “Noticiero Univision: Edicion Nocturna” averaged three to four times more viewers than ABC’s “Nightline”:

  • Three times more Viewers 2+ (706,000 vs. 191,000)
  • Four times more Adult 18-49 viewers (346,000 vs. 87,000)
  • Three times more Adult 25-54 viewers (338,000 vs. 97,000)
  • Four times more Adult 18-34 viewers (154,000 vs. 36,000)

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ARE UNIVISION AND DISNEY CREATING A NETWORK?

February 8, 2012 by 3 Comments

THE HISPANIC BLOG CREATED BY JESSICA MARIE GUTIERREZ

HOW UNIVISION & DISNEY UNITE BEFORE THE 2012 ELECTION

MIAMI (AP) — Univision and Disney are in talks to create a 24-hour news channel for Latinos in English, two sources close to the negotiations said Monday.

Both sources declined to go on the record because they were not authorized to speak.

The goal would be to begin broadcasting before the November presidential election. That would give the network plenty of time to provide political coverage geared toward Hispanics, who are considered influential swing voters in states like Florida, New Mexico and Colorado.

Univision is the nation’s largest Spanish-language media company, and it has long prided itself on its Spanish-language content. In recent years, officials have quietly acknowledged that in order to maintain and expand viewership, they need to provide content to second- and third-generation Latinos who speak English as their first language.

Univision officials and ABC News spokesman Jeff Schneider declined to comment on Monday.

The move comes in response to the 2010 census, which showed U.S. born Latinos made up nearly 60 percent of the growth in the nation’s Hispanic population over the last decade.

The proposed deal also reflects the stepped up efforts of mainstream media companies to target Latinos. Fox News added its Fox News Latino website in 2010 and Huffington Post now has an online Huffpost LatinoVoices site. Meanwhile, NBC Universal has increased the cross-pollination between its NBC News division and that of its Spanish language network, Telemundo.

Top Telemundo news anchor Jose Diaz-Balart has anchored NBC News and MSNBC programs. NBC also recently unveiled its NBC Latino tumblr website in English. Univision News also has a tumblr English site, and a small but growing social media presence.

Jorge Plasencia, vice chair of the National Council of La Raza and CEO of the Hispanic marketing firm Republica, which includes Univision among its clients, said he believes that a news channel in English would fulfill a niche.

“There’s nearly 50 million Latinos in the U.S. They do want to know what’s going on in Mexico, Puerto Rico and all over Latin America. The major networks don’t cover that news,” he said. “It’s hard for those networks to go into those issues in depth because they’re trying reach all of America.”

Univision and other Spanish-language networks have provided significant coverage of Latin America for their viewers. Plasencia believes second- and third-generation Latinos are still interested in that coverage, but they want it in English.

For Latinos who live in cities like Los Angeles, New York and Miami that have large Hispanic populations, local broadcasts often have Latino anchors and cover stories that are particularly relevant to the Hispanic community. But the national broadcasts are lagging in that type of coverage, he added.

“That’s why I think this and Huffpost LatinoVoices exist, because there’s an appetite,” Plasencia said.

Last month, SiriusXM’s Cristina Radio channel launched a new all-English political show, hosted by top Democratic and Republican Latina analysts, as well as a bilingual foreign affairs program out of Washington. Other online news sites are continuing to pop up.

Voxxi, a new Hispanic online news magazine, was throwing its launch party Tuesday at the Newseum in Washington, D.C.

Plasencia noted that the controversy over Arizona’s Maricopa County Sheriff Joe Arpaio, over his aggressive efforts to seek out illegal immigrants, has received significant coverage on Spanish-language networks but not so much in English.

“This network will take our issues and make them mainstream because many other people besides Latinos may be watching,” he said.

Roberto Suro, a professor of journalism and public policy at the University of Southern California in Los Angeles, says finding the right audience may be tricky.

“There are several assumptions here. Is there room for another all-news channel? And within the Hispanic market, is there enough demand for an all-news channel?” Suro said.

Already CNN, Fox and MSNB compete in English. CNN en Espanol provides 24 hour coverage in Spanish.

The new channel would reflect the growing trend toward more niche audiences, but he added that the English-speaking Latino market is much more diverse than the Spanish-language market, Suro said.

“There’s a longstanding effort to try and create content for English speaking Latinos,” Suro said. “This is a very broad population segment, and the question is, “what is the identity? Is it heavily Hispanic, all about news about Latinos? Or is it who delivers the news? It’s an elusive brand.”

***Please note this is me simply sharing the story but if you want more info on the story from the Associated Press, then simply click here, thanks http://tampa.cbslocal.com/2012/02/06/univision-disney-look-at-english-news-channel/

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AP Television Writer Lynn Elber and AP Business Writer Ryan Nakashima in Los Angeles contributed to this report. Copyright 2012 The Associated Press.

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