ABC and Univision teaming up to create an English language cable channel aimed at Latinos is a brilliant idea. They just need to be careful -- very careful.
There are too many tired clichés the two networks could succumb to while building programming for my generation. And, that would be a shame.
Should they do it right, however, they can successfully target not only the large English speaking Latino population but also the young Latino population. After all, 41 percent of millennials are bilingual and we also happen to be the fastest growing minority in the country.
We are a powerful audience. With that in mind, here are five things ABC/Univision should NOT do as they role out the network as well as five things they absolutely should do:
Don't:
- Don't make cartoons of us. Enough of the stereotypical families on television. We don't all live with every member of our extended family in a brownstone in Queens (ie Ugly Betty). We just don't. Please keep this in mind when building your "lifestyle" programing.
- The traditional Latin family is out. My parents never pressured me to marry, have children and have the complete Catholic-Latin family. Remember, we millennials (especially women) were raised to value independence.
- Assume immigration is the only legislation we care about. Yes, I realize you stated in the press release you would also include coverage on the economy, education, foreign policy, etc. Don't let the immigration debate take over the whole agenda--keep your promise!
- Forget that our families are from all over Latin America--not just Mexico, Dominican Republic, or Cuba. I hope to see a variety in news reporting from the ENTIRE region. Important news is being made all over the Americas--report it.
- Presume we watch cheesy television. Telenovelas aren't necessarily for us--we aren't our parents! We also can't take the weather girls seriously--I'm speaking directly to you Univision. Enough of this please.
Do:
- Be sensitive of our dual-heritage. We are constantly balancing our two worlds. It's nice to know we aren't alone. Programs reflecting this unique struggle would speak to the millions of us that go back and forth between our Latin and American identities.
- Know that we are optimistic! We saw our parents work their tails off and are encouraged about our future. Don't take it from me; take it from the Pew Research Center. Optimism is important.
- Give us real role models to watch. Enough of the Jennifer Lopez and Eva Longoria as examples of success. We can't all be movie stars. Programming needs to feature hardworking, influential Latinos (not just actors!).
- Provide balanced political coverage. The notion that one party or another owns the Hispanic vote is ridiculous. Conservative Latinos exist and it would be nice to see both sides see get equal coverage on the new network.
- Always be mindful of our diversity. Many Latinos in the United States are Mexican, but others are from Central America, South America and the Caribbean. Don't treat us as a homogenous group when building your programming and hiring hosts.
This new venture is a watershed moment for Latinos--especially for millennials who make up the majority of the population (the average of a Latino living in the United States is 27 years old). So, don't blow it ABC/Univision--you have a captive audience and we can't wait to see what creative programming you have in store for us.
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Basically, if you produce a show that portrays a working class family is an a barrio and dealing with gangs, you will be criticized for stereotyping, if you produce a show where the family portrayed is middle or upper class, it will be panned as unrealistic.
It is a target that no network executive can hit because they couldn't possibly identify with every single experience.
Latino/hispanic is a cultural/heritage thing, not a race.
There is more than Cubans, Mexicans and Puerto Ricans. More than Miami, LA and (to a lesser extent) NYC.
Look I have some deep Tejano roots in the Lone Star state. I have seen, probably like yourself the contributions that Latino immigrants have made to our Great Nation. Here in Texas Latinos (40% of the population) have been the driving force in making Texas the economic power house that it is today and that no other state can match, not even California.
Here is my beef in a nut shell: American folks of Mexican ancestry are the primary source of income for Latino TV in the USA. Yet the jobs created are taken by Miami residents who in turn do very little to support Mexican American and Puerto Rican causes. Causes like the Dream Act, Sotomayor and Immigration Reform.
To be fair there many Cuban Americans that embrace other Latino causes like Rosario Dawson, Eva Mendez, Tony Plana, Gloria and Emilio Estefan and a History professor that I met the other day who is studying the relationship between Cuba and Texas back in the day (1500's & forward).
Even though I have a beef I still love you.
"The growing population of illegal Mexican immigrants in southern California provides an opportunity to examine the cultural identity of these people. Without any real motivation to assimilate, these people are more likely to retain their own national identity, language, and allegiance rather than adopting the American lifestyle. This could lead to areas like Southern California to become increasingly Chicano until the general population of Chicanos feels no responsibility to this country and this country’s leaders and institutions, only to other Hispanics and Hispanic culture without regard to Anglo influence. Illegal immigration must be halted and the legal immigrants must accept their responsibilities as American citizens. The Hispanic leaders must also teach these Mexicanos to abide bys American laws and to respect the American system. This responsibility involves deterring illegal immigrants. They do not need to abandon their heritage; they only need a respect for and an understanding of America."
http://uwacadweb.uwyo.edu/English2035students/immigration/assimilation.htm
Puerto Ricans are 9% of Latinos and Cubans are 4%. Dominicans are less than 1%.
If this new station is headquartered in Los Angeles, it will be a success. If it's in New York, it will flop.
http://2010.census.gov/news/releases/operations/cb11-cn146.html
Los Angeles and New York are already overcrowded with HQ of companies and movie studios, and besides really L.A. and NY that's so predictable.
http://www.theatlanticwire.com/business/2012/05/abc-news-teaming-univision-cable-news-network/51983/#
In addition, there's excellent relationships between hispanics and non-hispanics (paramount for success and to avoid a constant "us-versus-them" siege mentality during the broadcasts), and plenty of diversity in socioeconomic conditions, political views and professions within the hispanic population, from blue-collar to professional to Napa Valley rich retirees.
If any region can show the world a grown up, hispanic and happily blended middle class population, I think it's the Bay Area.
What these networks should ask themselves is: What attracts people? Asking themselves "What attract Latinos" is in my humble opinion, a bad idea. UNIVISION leave a lot to be desired. What show do they have that could attract a Spanish speaking audience? It seems like their answer is always news from everywhere and telenovelas.
If a people (in this case people living in the US) were to want something it would be guidance towards the next step (What do I do next?) Programs that educate and guide people are a valuable asset. This is something that UNIVISION sorely lacks. They prefer to cater to a lower level that just wants to be tear jerked and live the moment without any thought of the future.
From the programming that I've seen on UNIVISION, I don't see much vision or effort on their part. Just as long as the ratings are up and the audience can be kept enthralled with telenovelas and futbol games (soccer) they'll keep doing the same thing. If ABC follows this strategy I don;t see how this joint effort will differentiate itself to attract it target demographic.
PS: I don't mean to say that futbol or telenovelas are bad in general, just when people end up being obsessed with them instead of doing something that could potentially help them in their self improvement. Regards
My grandparents loved Telenovelas. Mom budgeted herself to exactly one (she'd just pick the most popular and follow that), Dad didn't watch any of them. So I grew up aware of them and watching some (or lots, depending on who was taking care of me that day), but I don't watch them today.
The news are a joke. Slanted, superficially moronic and obsessed with a single topic or two, and with how pretty X or Y actor/actress is or who offended who. So I just fire up Milenio TV on the internet when I want to watch Mexican news. I do wish there was a good source of Latin American news overall, since Milenio is pretty focused to Mexico.
So other than the occasional music video, there's nothing for me on the current lineup.
I read a whole lot instead. Which compounds the problem because it only makes it more obvious how brain-dead the newscasters are. :-)
BTW I'm first generation, born and raised in Mexico, so even for many "new arrivals" this doesn't seem to be working.
Talk about a city speaking with a fork tongue. The city leaders and residents of Miami will say to "other" Latinos what they want to hear then will turn around and do the exact opposite of what they said.
ABC/Univision if you want a quick demise base your programing in South Florida.
The Obama years have shown us a lot! Both good and bad. In this case it's been bad.
This channel will be cable and will be about Latinos in the entire country. just because its based in Miami doesn't mean anyone in Miami will have a say in what programming is put on?
There's a clear reason why mexico is so willing to rid itself of those people.
The oldest, most transparent supremacist fallacy is always of the form,
We, (insert irrelevant self-identificator) were doing amazing until (insert irrelevant perceived inferior self-identificator) did (insert offending action), because they (insert all prejudices we've been aching to get off our chest since before we came up with the sentence).
It's amazing to me it's still popular in all extremists of all obsessions, particularly as it always shows a clear lack of education, or an education badly given or not understood.
It's also pretty much always false, because of "Post Hoc ergo Propter Hoc" ("after this therefore because of this") being a fallacy. But those using it usually aren't educated enough to know it makes them sound less than smart so they use it gladly.
I think it's popular because, having little else to hang on to in crisis, they must mistrust and hate the "other" (and there's always a convenient one handy). And also because extremes are intellectually unsustainable otherwise.
Mexico & US have been good friends for at least 70 years, and as recently as 2005 Mexico sent troops, money, equipment and food to save lives during Katrina (Mexican troops have become highly specialized on search&rescue). Previous hatreds come from Elizabeth vs Phillip and the black legend transplanted to Mexico to obtain popular support for sins in 1848 and 1913-1915. But we're a lot more similar than not today in everything that matters.
But, it's their money. Let them knock themselves out! They'll learn soon enough.
The market will support what the market will support - just ask Oprah