Good Call: Telemundo, Others Cater to Demo’s Penchant for Cellphones

By Laura Martinez Ruiz-Velasco

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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Miller Brewing Company launched Miller Chill in test markets last month to capitalize on the growing cultural trend of “Latinization.” Latinization means the growing popularity of Hispanic cuisine, music, fashion etc. in the cultural mainstream. In many instances, it is reshaping popular culture. Think of the growing popularity of Latin themed items. Also known unofficially to us Latinos as the “browning” of America.

An Associated Press story takes a look at how the trend of Latinization has been influencing what goes on grocery store shelves:

“Companies have found that Latin-inspired foods not only resonate with Hispanics — at 14 percent of the population now the nation’s largest minority — but they also make a splash with non-Hispanic consumers ever on the prowl for new flavors.”
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Newcomer iTunes Latino is launching its first sponsorship, distributing to attendees a card with a code redeemable for downloads of 10 tracks by Billboard Latin Music Awards finalists. They recently announced their new “relationship” with Telemundo integrating their popular programming into the download giant’s library.

“We’re thrilled to be iTunes’ first Hispanic TV property,” said Don Browne, President, Telemundo. “Partnerships like these are all about our viewers and following their needs. We can offer our original content to our audience through innovative and hugely popular platforms such as iTunes, which is why we are pioneers in the Spanish-language television and digital media industries.”

“We’re delighted to work with Telemundo and mun2 to offer outstanding Latin programming on the iTunes Store,” said Eddy Cue, Apple’s vice president of iTunes. “iTunes is the world’s most popular video download store selling over one million videos a week, and now offers over 250 TV shows from over 40 networks.”

Two of Telemundo’s most popular novelas to date, “Pasión de Gavilanes” and “El Cuerpo del Deseo” are stories about love, revenge and all the passion that comes in between, featuring stellar casts that include telenovela heartthrob, Mario Cimarro, among others. A hit since its premiere in May 2005, “Decisiones” is a nightly series featuring stories based on people’s life experiences and the decisions they make to pull through them. “mun2: The Immigration Special” introduces viewers to the life of an undocumented high school student from El Salvador who lobbies legislators to help secure a future for himself and others like him.

Apple launched their new service with the pretty cool spot below. Featuring “Pachuco” from the very popular Kumbia Kings.


Between the “official” merger of Telemundo.com and Yahoo! last week and this partnership with Apple, Telemundo stands poised to be the industry leader in new media and media integration. Univision…you are crazy for not doing your homework or are you too busy with the new acquisition? Where is your music service or partnership? Even Sony Connect has Latin music, but do not currently market it to Hispanics. I believe if Univision does not react soon, they will have a hard time catching up. Unvision.com is stale and entirely dependent on the broadcast giants monopoly of talent and the bullying of it’s partners and content suppliers. Could the playing fields finally be leveling out? We will soon see.

- Written by Miamiadguy

The answer is both. Where you are from usually decides what you identify with. West coast, East coast, Mexican or other. These are the cultural divides that decide whether you are Latino or Hispanic.

The usage of Hispanic as an ethnic indicator in the United States is believed to have come into mainstream prominence following its inclusion in a question in the 1980 U.S. Census, which asked people to voluntarily identify if they were of “Spanish/Hispanic origin or descent”.

Those that are Mexican and have Indian roots do not like to be called Hispanic as there is “cultural baggage” in the term from the days of the Spanish conquistadors and the Mexican Independence War (1810-1821).
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This week, in all the official trades, we see the announcement of J.Lo’s new project. Notice that the Anglo media doesn’t call her J.Lo anymore…could it be because she wants the “Lopez” to be the new focus of her career? Considering that she has a new Spanish album, I’m sure she’s channeling that Latina in her. I would expect this sort of move from Christina Aguilera, but J.Lo?

I recall being at the Hispanic upfront in NYC over 3 years ago when Telemundo announced a project with J.Lo…we never saw it. I believe it was going to be a mini-series or two from her “urban” production company.

A year ago, Univision teased us with buzz around a J.Lo project about the times of the upfront…..and again, nothing. Now, we’re at upfront time again and here come the promises…yet another J.Lo production announcement. Don’t get me wrong, I think its genius, but I also think its way overdue and over-promised. How can we take any of these claims seriously when none of them manifest?

I think she’s a wonderful asset to the market, however, I don’t think the market is a priority for her. Building a close association to her Hispanic fan base does not always present the biggest financial opportunity; rather, appealing to the masses seems to be her strategy on this one. Shakira did it with her Spanish music and didn’t lose her street credibility.

Where I believe J.Lo went wrong is to forget the “little people” who are the core consumer of Latin music. For this, the #1 Latino music chain Ritmo Latino Music Stores refuses to carry her new Spanish-language album because she has done nothing for these independent retailers whose bread and butter is Latino music sales. They are a dying breed. She will only be appearing in the likes of FYE and Virgin stores for which she it getting major heat.

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Beware of Friday the Thirteenth. Those who know about these things, inform us that Adam and Eve were expelled from the Garden of Eden on a Friday, Noah’s flood started on a Friday, and Christ was crucified on a Friday. Christians also noted that twelve witches plus one devil are present at Satanic ceremonies so Friday and 13 make a deadly combination. And today is none other than the dreaded viernes trece.

Cultural Superstitions Affect Behavior
By Yolanda L. Gonzalez, Maria Herlinda Chavez and Monica Mora

Step on a crack and break your mother’s back,” children can be heard chanting as they carefully jump over every crack on the sidewalk. Adults tend to think of superstitions as childish or even uneducated beliefs–and they may be. However, superstitions abound all over the world, each influenced by the cultures of different people. Here on the border things are no different.

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First there was Colombia, then the sequel and now the U.S.? Yes, Ugly Betty has taken the world by storm…even India with their own in-culture version. Even Italy has “Betty la brutta” shown below. The highly rated American version is no exception. With its campy, over-the-top characters and its stark primary color palette Ugly Betty is a runaway hit with Latinos and non-Latinos alike.

I think Mexican icon Salma Hayek has struck gold with this one. Although I agree that it is a bit stereotypical, it does a lot to show the human and compassionate side of our people. It is more than a great advertising buy; it pushes you to want to be a better person. It is well produced, has high production quality, an amazing ensemble cast and writing that has not been seen since Will and Grace. Let’s not forget America who has been an amazing Latina role model in HBO’s “Real Women Have Curves” and in a mainstream family film “Sisterhood of the Traveling Pants”.

Set in NYC, Betty works at a major fashion magazine the likes of Vogue named Mode (EcoModa for your Colombian fans). Her daily encounters with adventure, romance and EXCELLENT one-liners have people making this appointment television.

To reach our largely expanding market, ABC created Hispanic targeted campaigns for Ugly Betty that included Spanish on-air promo spots featuring original music; print, radio, outdoor and in-theater campaigns; and two vehicle campaigns, one featuring customized trucks with rolling billboards, the other comprised of television screens installed in buses that aired the Spanish spots.
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