Study Finds that More than Half of Acculturated Latinos Feel a Void in Representation in TV Programming: More to Be Revealed Tomorrow at NYC Multicultural Media Forum
NEW YORK, March 13, 2013 /PRNewswire/ -- In the latest Horowitz Associates (www.horowitzassociates.com) study on multicultural consumers and the media, television viewers were asked to rate the amount of TV programming available reflecting their lifestyle, ethnicity, and culture. Acculturated Latinos—who watch mainly English-language, mainstream media—are much less likely to give TV "excellent" ratings than their less acculturated counterparts, who tend to be heavier viewers of Spanish-language TV (15% "excellent" ratings vs. 32%). These are among the findings that will be revealed at Thursday's Multicultural Media Forum, coupled with ethnographic videos of consumers talking about their views of multicultural representation in the media.
The research will provide the framework for the day's robust agenda including panels, research presentations, and programming showcases. Included among the sponsoring media companies is nuvoTV, the first and only English language network creating Latino-themed and focused entertainment. A leading network in the modern Latino space, nuvoTV recently announced a one-of-a-kind creative and business partnership with Jennifer Lopez, which will launch in the summer of 2013.
Judi Lopez, Senior Vice President, Affiliate Distribution & Marketing for nuvoTV will participate on a panel focusing on Media's New Generation. Lopez has been instrumental in driving the network's growth, doubling its availability to 30 million homes. Lopez will share her thoughts on the attitudes, behaviors, and demands of today's young, multicultural, multiplatform audiences. She will be joined by executives from other networks also targeting multicultural audiences, including: Paul Butler, General Manager, Aspire; Miguel Ferrer, EP, Digital and Chief Transparency Officer, Fusion; Lino Garcia, General Manager, ESPN Deportes; Lucinda Martinez, VP of Domestic Network Distribution & Multicultural Marketing, HBO; and Miguel Santos, General Manager, Myx TV.
Other highlights of the agenda include a presentation by ESPN's research team about the network's brand path to innovation in order to reach the U.S. Hispanic sports fan, a special showcase of award-winning content created by up-and-coming trendsetters, and a technology-focused panel about digital, broadband, and mobile video. Attendees will be able to participate in a raffle to win a trip to Paris for two, courtesy of TV5 Monde, the French broadcaster.
The event commences promptly at 8:30 am. Walk-ins are welcome, but pre-registration is strongly recommended.
SOURCE Horowitz Associates
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