Good Call: Telemundo, Others Cater to Demo’s Penchant for Cellphones
Text messaging is so passe. Starting this month, subscribers to AT&T Wireless’ Media Net Latino package can watch the best kisses, love scenes and action chases from “El Zorro,” the telenovela based on the Zorro legend that is co-produced by NBC Universal’s Telemundo and Sony Pictures.
Tuned Up: Mun2 pushes music.
The clips aren’t pulled from “El Zorro’s” TV content. They’re all original, produced specifically for the third screen.
Small but growing market
The market for Latino mobile video is small but growing dramatically. The reason is simple: U.S. Hispanics overindex in their use and adoption of mobile technologies and spend more money than general-market consumers on wireless services. A 2007 Forrester Research report shows Hispanic mobile-data users are three times more likely to download videos than non-Hispanics, and according to ITFacts, they spend an average of $67 per month on wireless services vs. $60 by the general market.
Latinos’ penchant for using mobile phones hasn’t escaped marketers, agencies and broadcasters. They’re finding ways to reach Latinos on the move via text messaging or image and video downloading.
“Our clients are increasingly asking [us] about mobile,” says Marla Skiko, director-digital innovations at SMG Multicultural, Chicago. Earlier this year, the Publicis Groupe multicultural media agency helped put together a multichannel marketing effort for Hennessy, driving bilingual urban users to a dedicated site where they could download ringtones, wallpaper, music and cocktail recipes directly onto their cellphones.
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