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NBCUniversal announces CultureFirst, the IAB hosts a multicultural town hall, Hispanics could drive auto sales, while the New York Times examines what makes multicultural TV shows relevant to all.

Universality Is Key to Crossover Appeal of TV Programs

jane-the-virginThe Hispanic audience is fragmenting along with all other TV audiences, as a plethora of over-the-top video choices wear down television’s mass appeal. In this landscape, TV shows should aim beyond Latin-centric characters and themes, according to a New York Times article. A case in point is the critically acclaimed Jane the Virgin, which has garnered respectable audiences across cultures. The reason, according to the article, is “it captured the essence of the culture without banging it over people’s heads.” While Jane and her family are Hispanic, the Times notes, it’s “built around a mother-daughter-grandmother dynamic that could translate to other races and ethnicities: ‘It’s just a girl who wants a dream to come true.'”

TuYo Enters OTT Market

TuYoHispanic digital entertainment TuYo, led by Jenni Rivera and “I Love Jenni” producer Peter Salgado will launch in July, according to VideoInk. The digital channel will include free, ad-supported programming as well as paid, on-demand offerings in Spanish and English. A wide mix of programs includes series, documentaries, movies, sports, reality, gaming, news and music. Content partners include Latin World Entertainment, World of Wonder, VIP 2000, Dhana Media and Great Glass Productions.

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NBCU Upfront Pitches Targeting via Culture

NBC Universal’s Upfront presentation included the unveiling of CultureFirst, a new way of targeting Hispanic consumers via cultural traits instead of language. . It also announced NBC Deportes, which will produce sports content for Telemundo and NBC Universo, as well as its digital properties, with offerings to include FIFA World Cup, NASCAR and Olympic qualifiers. League, NFL and NASCAR. And, in a play to capture the interest of Hispennials, NBCUniversal Hispanic Group said it would do whizzy new things like dual-screen storytelling and an interactive comic book series. It also made a deal with Defy Media to create new content across platforms, centered on Defy’s Clevver TeVe, a Spanish-language YouTube channel covering fashion, music and lifestyles with a millennial focus.

IAB’s Town Hall to Promote Digital for Multicultural

In the IAB Blog, Jessica Ramirez spelled out 8 things marketers should know about Hispanics. Those eight will be familiar to anyone working in the Hispanic market, but the post also serves as an invitation to the IAB’s Multicultural Creative Town Hall to be held May 27 in New York. Ramirez notes that multicultural spending still lags population growth; the town hall may give agencies and publishers more ammunition.

Hispanics to Drive Growth in Car Sales

toyota hispanicAccording to Automotive News, Hispanic consumers could be the auto industry’s leading growth engine for the next 20 to 30 years. The article includes stats from Polk Automotive that Hispanic buyers delivered 96 percent of Ford and Chevrolet’s combined year-over-year retail sales growth, 33 percent of Nissan’s, 35 percent of Toyota’s and 100 percent of Honda’s. Wow. While a lot of car companies’ efforts are going to helping local car dealerships better serve the variety of Hispanic and Latin consumers coming through their doors, it’s also good news for Hispanic media, with Hispanic advertising becoming an important part of new-vehicle launches.


Susan has been covering digital media since they were invented. She began her career as a design writer and then became a senior reporter for Adweek, covering the launches of Google, Amazon, Overture and DoubleClick, among many others. She was a senior writer covering marketing for Business 2.0, and then helped found M-Business, a magazine about the mobile industry that, in 2001, was way before its time. Since 1993, she's reported on the internet, digital culture, technology and science. Her work has appeared in Mediapost, ClickZ and other digital publications, and she consults on content strategy for technology and financial clients from a home office in the San Francisco Bay Area.
Susan reside en la Bahía de San Francisco, muy cerca de Silicon Valley y ha cubierto los medios digitales desde que se inventaron. Empezó su carrera como reportera de diseño y luego ocupó la posición de reportera senior de Adweek, cubriendo los lanzamientos de Google, Amazon, Overture y Doubleclick, entre muchos otros. También fue reportera de mercadotecnia en la revista Business 2.0 y luego ayudó a fundar la revista M Business, una publicación sobre el Mercado del móvil que se lanzo antes de que llegara el auge de ese vehículo. Desde 1993 ha reporteado sobre Internet, cultura digital, tecnología y ciencia. Su trabajo ha aparecido en Mediapost, ClickZ y otras publicaciones digitales.

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