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Home > By DEPARTMENTS > Sales and Marketing > Marketing Management > Media & Public Relations for Green Companies and Communities

Multicultural Media for the American-Latino Community

The majority of Latinos living in the U.S. are bilingual and speak predominantly in English, while at the same time retaining their cultural roots.

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Multicultural Messaging for Ethnic Communications

California's diverse population isn't always reflected in the environmental movement. Ethnic traditions and values vary. By exploring language differences and cultural values, we can serve our communities better and develop respect for the sustainable use of our natural resources. The following excerpt addresses the communication changes happening in the US media -- and if you have ideas about how California Green Solutions can address these changes, please call us.

Excerpt from Los Angeles Times: "A marketing puzzle in any language".

Traditionally, television advertisers and networks have believed that if they were not reaching Latinos through the two major Spanish-language networks, Telemundo and Univision, then they would connect with them through mainstream shows that have proved popular with young bilingual audiences such as "Ugly Betty," World Wrestling Entertainment's "Raw," and "American Idol."

Some believe that those strategies miss the sweet spot because they fail to recognize that the majority of Latinos living in the U.S. are bilingual and speak predominantly in English, while at the same time retaining their cultural roots.

"There is still a wide-open space for entertainment targeting Latinos who live in English and Spanish," said Antoinette Alfonso Zel, former senior executive vice president of strategy for Telemundo. "That is the opportunity that may well be filled by the Internet unless the networks commit to this audience."

Hoping to tap that rich, dual cultural vein, four fledgling networks are feeling their way to this elusive audience by targeting Latino viewers in English rather than Spanish. The biggest players are Mun2, operated by NBC Universal's Telemundo unit

MTVTr3s, pronounced "MTV tres," was launched only last year. Like Mun2, it targets young adults 18 to 34 through a mix of music videos and live shows.

Establishing a connection with the viewer who lives equally in both the Latino and Anglo cultures is essential for the channel's success, MTV President Christina Norman says. The "audience needs to know that this is being made for them and influenced by them. This isn't your grandmother's Spanish-language TV channel," she says.

The government-ordered conversion of broadcast stations to higher-capacity digital transmission, which must take place by February 2009, will increase the choice of channels and further fragment the market.

Read the complete story at the LATIMES



Edited by Carolyn Allen, owner/editor of California Green Solutions
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