Moving Forward with Multicultural TV

amp8220The key takeaway is that multicultural TV matters more now than everamp8221 reflected Joe Schramm who heads up Schramm Marketing Group which produces this annual summit as well as the annual Hispanic Television Summit that will hold its 16th gathering this fall in New York amp160amp8220Itamp8217s critical that TV should accommodate both a general market audience and a multicultural audience amp160Thatamp8217s the truest reflection of inclusionamp8221Millennial TV viewers in particular whether Latino AfricanAmerican Asian Native American or another background are open to watching more TV that caters to their culture and aspirations declared Fuse Media Vice President of Research Michelle Auguste amp160Among several thousand members of that demographic participating in a new Fusecommissioned study 82 percent love watching shows created by and featuring people they can relate withMulticultural Millennials contrary to what some industry experts believe are not prone to skip ads when they watch amp160Ninety percent said they would watch commercials that present an honest transparent depiction of their lifestyle amp160amp8220They want to see their realityamp8221 Auguste continuedamp160 amp8220Identity is everything for themamp8221 amp160At the same time she added programming aimed at this crowd regardless of language must expand to show a range of authentic multicultural backgrounds and experiencesWhen it comes to Spanishlanguage television services such as Univision and Telemundo are encountering head winds from advertisers despite overall viewership growth noted Almaamp160CoPresident and Chief Operating Officer Isaac Mizrahi amp160While some companies are jumping into Spanishlanguage ad campaigns many more are pulling out in favor of amp8220total marketamp8221 initiatives where Latinos are featured in Englishlanguage commercials on other networks amp160amp8220Total market is an excuse to get outamp8221 Mizrahi suggested amp160amp8220Weamp8217re being hijacked by the one size fits all approach amp160We need to push backamp8221How amp160Come up with new business models and creative approaches to Spanishlanguage campaigns backed by more qualitative data Mizrahi saidA top priority for Schramm and his colleagues was to give people like Mizrahi and Auguste who rarely opine before a TV conference crowd considerable face time amp160Both of them along with TDWCo Managing Director Edward Chang Stage 13 Senior Vice PresidentGeneral Manager Diana Mogollamp243n and NBCUniversal Hispanic Group Senior Vice President Ana Ceppi did 15minute keynote interviews or demonstrationsamp160 Other panels featured Jesus Chavez Chief Operating Officer for mitamp250 the digital Latino Englishfirst programmer now expanding into other ventures including a Paramount Network series pilot and recently launched MasterChef Latino in Spanish on Telemundo and TMobile US planning to launch a multichannel TV challenge to cable and satellite operators by the end of the yearamp8220There are many ways to consume video on TV and we recognize the new faces have a lot to say and contributeamp8221 Schramm explained amp160amp8220I have an obligation to provide people attending this event with new and useful information amp160That often comes from new facesamp8221Netflix engaged with Univision in coproducing the hit weekly drama El Chapo with another original scripted Univision program in production was cited by panelists at the closing general session as the best content impresario catering to multicultural audiences amp160amp8220They are doing the best right now in both programming and content discoveryamp8221 asserted Verizon FiOS content strategyacquisition executive Joseph Lawson amp160amp8220The best TV platforms will offer more options and choices that leave consumers believing itamp8217s their choicesamp8221 amp160You can read our commentaries about El Chapo here and hereCNN talent and diversity executive Ramon Escobar invited viewers and sponsors alike to support expanded news coverage of issues and trends impacting people of color as well as the efforts of journalists of color amp160amp8220You have to look like America to cover Americaamp8221 he said amp8220If you do reflect America it will pay off You canamp8217t run away from the worldamp8221More than 250 people registered to attend last weekamp8217s event which included the announcement of the 25th annual Vision Awards staged through the National Association for MultiEthnicity in Communications39 NAMICamp160Southern California chapter amp160Winners included Insecure HBO and Master of None Netflix for best comedy American Crime ABC for best drama and Fuseamp8217s Fluffyamp8217s Food Adventure for best lifestyle programPictured at top left to right amp160Ramon Escobar Vice President of Talent Recruitment and Development and the Vice President of Diversity and Inclusion CNN Worldwide Phillip Mena CoAnchor Early Today Correspondent MSNBC Juan Williams cohost The Five Foxamp160News Channel Arthel Neville Coanchor of Americaamp8217s News HQ Foxamp160News Channel and Mark Robichaux Managing Director Content Broadcasting ampamp Cable and Multichannel NewsPhoto credit Mark ReinertsonClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Moving Forward with Multicultural TV

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Simon Applebaum

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