If you want proof that the growing Hispanic population and its impact will change the way people experience popular culture in a colossal and immediate way - look no further than the big changes happening at the nation's biggest media players. New details about Hispanic-targeted television networks and programming are being released daily - and in the midst of the 2013 upfront season, when networks showcase their new and returning programming, it's encouraging to see these changes. There is an influx of changes and additions leading to an unprecedented fragmentation in a space that has experienced sporadic "newness" since its inception.
This week Walt Disney Co. and Univision Communications Inc. announced they will create the first-ever 24-hour cable-news channel that will broadcast in English, in an effort to reach a new audience. It's one of many examples of big players in the television industry seizing the opportunity that exists within the Hispanic market, and it will be interesting to how an alliance with ABC will boost the Univision brand.
Other examples of big players embracing the Hispanic market: News Corp. (Fox) revealed it was partnering with Colombian programmer RCN to form a new Spanish-language broadcast network in the U.S. called MundoFox in an attempt to fill the gap in Latino entertainment in the U.S. offering quality content and differentiation from the options currently available. If Fox takes on the same approach they took in the General Market with new programming and formats while continuously pushing the envelope, what is certain is that the Hispanic Television landscape will be forever changed. Only six weeks after the news was publicized, MundoFox announced their TV station line-up securing affiliates in 20 DMAs and are confident they will exceed their original goal of securing distribution in 75 percent of U.S. Hispanic households by the Fall launch.
Univision also recently made headlines when it announced that Dish Network was the first operator that agreed to carry the sports, news and telenovela Spanish-language networks as part of a package targeting Hispanics. Univision is currently speaking with other providers and plans on securing other deals soon.
But when it comes to Hispanic viewing patterns, it's important to remember this point: that 75 percent of Hispanics consume media in both Spanish and English. While there are many ways to explain this data, including existing Spanish programming not being appealing to all Hispanics (including myself), programmers in both languages are paying close attention to this detail and are making changes to stay relevant especially among English-speaking Hispanics without alienating their core audience.
In October 2011, Telemundo announced a new strategy that would feature English-language subtitles and Spanglish within top programming. In January 2012, Univision would follow the same strategy, meaning that both Spanish-language network giants are not only expanding their audience to English-dominant Hispanics, but potentially to the General Market as well.
The opposite strategy is also being tested where Fox began airing "Q'Viva", a talent reality show produced by and aired originally on Univision. These types of reality talent programming traditionally have performed well in both languages. However, if "Q'Viva" proves successful, it could be the start of many more cross-over risks being taken where Spanish programming will air on an English networks with subtitles and perhaps more adaptations like the successful Betty la Fea that aired on ABC (originally a Colombian telenovela produced in part by new Fox partner RCN that aired on the Univision network - Telefutura).
It's also been published that for its NBCUniversal deal commitment, Comcast would launch 10 new independently owned-and-operated networks over the next eight years.
Of the 10 networks, four will be majority African-American-owned, two will be majority American Latino-owned, two will be operated by American Latino programmers and two will provide additional independent programming. We now know that both, El Rey Network and BabyFirst Americas are mostly targeting the U.S.-born, acculturated, second -and third- generation Hispanics. El Rey will be positioned as an entertainment network and BabyFirst Americas for infants, young children and their parents, all to develop early verbal, math and motor skills.
These changes indicate that these network giants understand not only the importance of reaching Hispanics in English, but also the impact the growing Hispanic population will have on the General Market where the General Market will want to be exposed more to the Hispanic culture.
The increased competition within Hispanic-targeted television will force all networks regardless of language, to pay close attention to the changing landscape and potentially to undertake similar strategies. The Hispanic market will no longer be considered "emerging" or separate from the General market. Media and advertisers will start to think more closely about how to resonate with Hispanics which will definitely lead to Latinos seeing more representation of themselves in media across both languages.
I was born in a Spanish-speaking context, was brought to the US as a child LEGALLY and grew up in Chinatown, NYC...by the time I was 10, I was still speaking Spanish, had learned Chinese and English.
I have NEVER watched any of the Spanish language tv "programs" for the same reason you do not.
They are insufferably ignorant, trashy and just pander to the typically low-brow audience concerned with life crises such as:
***What to do when your "macho" starts dating your 12 y/o niece.
***I just found out my "husbang" used to be a "womang".
***My mother-in-law is an internet hooker, what should I do?
***Our 16 y/o twin sons are porn stars
***I can't decide what shade of blonde to dye my 5 y/o daughter's hair
This stuff is absolutely mind-numbing and an insult to anyone with the intellectual capacity above an amoeba.
And as for the "La Tino" news...between uber-silicon-cleavage of former beauty queens, wearing chandelier earrgings and the chronically-crotch focused camera work, one would learn very little about the news other than what ILLEGAL "La Tinos" are suffering in the country the US and how "racist" the US is.
It is just garbage!
Wanna see anything in Spanish? Check out art films made in various Spanish-speaking language...NO, I don't mean Cheech and Chong re-runs.
Many first generation parents have to work multiple jobs and shifts to provide for their families. Unfortunately, television, internet, cell phone, apps and other gadgets are doing the parenting. It is a scary idea, especially knowing that society may also suffer due to the decline on "quality". We all need to be on this issue together as it will affect society as a whole.
The last intelligent spanish-language programming I watched was I LOVE LUCY.
The cr*ap that is on the air today is absolutely insulting. It is geared to sell more Goya products and the services of "Lawyahs" specializing in robbing ILLEGALS before they get deported or put in jail and then abandoned there.
The next biggest focus is peddling cosmetic surgeries by unlicensed "surgeons" who leave their "patients" either dying in a back alley or dead in dumpster.
Spanish-language TV programming could not get any lower.
Even my pet Chihuahua leaves the room when I accidentally come upon a telenovela where the ubiquitous "macho" with his shirt open to his scr*tum is all lips-quivering at the sight of his virginal 13 y/o niece, Brit'Nee who just came in from the rain storm, all wet in her T-shirt and thong.
"been declining"?
It has yet to rise above the level of garbage.
Especally, when the bigger venue of films or theatre are SO expensive that fewer and fewer can afford them.
The computer media are readily available but they cost lots of money and not everyone has those means.
And so the Spanish-language media will continue to serve up the cra*p that they do because it sells to the unwashed...and they are many!
Did you know that...
Latino youth represents 20% of the total U.S. teen population, accounting for over 15% of the total U.S. population and over 51% of the total U.S. demographic growth. In fact, more than one-third of all U.S. Hispanics are 18 or younger, and half of all Hispanics in the U.S. are under 26. (2010 U.S. Census)
Not only that, but the number of Hispanic teens is expected to increase by 62 percent as compared to 10 percent growth in the number of teens overall, meaning that in 10 years, 62% of all teens will be Hispanic.
We have been part of the American history since its very beginnings. It's about time that the masses accept that fact and start behaving like it.
"United we stand, divided we fall."
Can't wait for all the "programming" pitching vegan burritos, salt-free margaritas and toothless chihuahuas. What a joke.
This crap is about as inspiring as the feel-good Cosby junk of 20 years ago and about as significant.
NOTHING intelligent or inspiring comes from Hollywood, EVER!
Sophomoric comment.
Culturally engaged people know otherwise. Here's some evidence:
Wizard of Oz.
Casablanca
Singin' In The Rain
Apocalypse Now
Taxi Driver
It's A Wonderful Life
Lord of the Rings
Godfather.
Think more carefully before posting.
you'd need a shovel to find it today.