Next-gen Hispanics reshape the market: cable nets cater to young Latinos with telenovelas, music, wrestling.(SPECIAL REPORT: HISPANIC TV--BORN IN THE USA)
Multichannel News, February, 2006 by Clemens, Luis
The U.S. Hispanic population is in the midst of a seismic shift from one consisting primarily of Latin American immigrants to a second and third generation dominated by their U.S.-born children. With tens of millions of dollars in advertising and subscription fees potentially at stake, advertisers and media companies are trying to glean as much as they can about this next-generation Hispanic audience's viewing habits.
Eighty-five percent of Hispanics in the U.S. under the age of 19 are second or third generation whereas 60% of those over 19 are foreign-born, according to Census Bureau data. "They are reshaping the Hispanic market," said Lucia Ballas-Traynor, general manager of MTV en Espanol. The last couple of years have seen the creation of...
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