Growth in Bicultural Segment Drives Media Changes

Recently SiTV announced that it would be changing its name to “Nuvo TV,” and shifting its focus to attract bicultural Latinos.

As stated in the article, the move is made in an effort to reach the nation’s growing Latino population. The U.S. Census is expected to reveal significant growth, not only among Latinos, but among Latinos born in the U.S.   The U.S.-born Latino is something that the industry has been discussing for some time, but this move finally represents action.   This is just one example of marketers and brands finally understanding/accepting that the bicultural segment represents the biggest opportunity, and solidifies long term strategies in the Hispanic space.

The numbers show that three out of four speak English well or very well, and that language does not drive media consumption.  The new generation of Latino is seamlessly consuming media in both languages and preference is driven by relevant programming.  In a single day, your average American Latino may engage with Comedy Central, Univision, Facebook, YouTube and their local hip-hop radio station.  The reality is that separation is gone.  Media can no longer be viewed through a Hispanic and/or a general market lens.  It is all one landscape where consumers’ pick and choose what they want, when they want it and how they get it.

As multicultural advertisers, we must take notice of these interesting transformations which are rapidly evolving the way we look at marketing.   Mainstream media struggles to stay viable and relevant; the ethnic media industry is growing to levels that were never anticipated. Whether we want it or not, the industry will change and we will see the Hispanic, African-American and Asian sector become the new “mainstream” media universe.  I guess we were all just waiting on the 2010 Census to make it official.

1 comment

1 Adrian { 06.21.11 at 6:50 pm }

I think that all this information is truth, That is why, I think that the American media has to be adapted to the taste of its population, including all the immigrants there.

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