‘Telenovela’ craze could be overblown

“It’s no secret the sudden interest in telenovelas is part of a push by U.S. networks to recapture viewers who have been migrating to cable, the Internet and Spanish-language programming. ABC’s major competitors have all embraced the telenovela genre, hoping to replicate the success of Univision, the leading Spanish-language network serving the USA.

But the telenovela audience might not be as large as the networks are hoping. A study by Encuesta, Inc., a Hispanic-American marketing and research company, found that though 43% of U.S. Hispanics watch drama series, soap operas or telenovelas at least once a week, 68% prefer watching news programs and political talk shows. The study also reveals that U.S.-born Hispanics are more likely than foreign-born Hispanics to watch sitcoms rather than telenovelas, soap operas or drama series. That’s not what the networks want to hear.”

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