Reaching Latinos: Bilingual Audiences Fuel Niche Networks

“Monday marks the launch of MTV Tr3s, the latest in a series of new cable and broadcast networks dedicated to superserve the burgeoning population of young, acculturated Hispanics in the U.S. From world premiere videos of Ricky Martin to Latino versions of popular MTV hits like “My Super Sixteen” and “Pimp My Ride,” young Latinos finally have their own MTV.

The concept of entertaining Latinos in English or with a mixture of Spanish and English is not new. The channel follows mun2, run by NBC Universal’s Telemundo; the independent S?TV; and Los Angeles’ local over-the-air LATV, all vying for 12- to 34-year-old Hispanics. These networks all try to appeal to the demo by providing a more authentic environment in which viewers can see themselves portrayed, said Monica Gadsby, CEO of Hispanic-oriented ad agency Tapestry.

“At the core, culture, not language, is what keeps people coming back. These networks are leveraging the idea of a cultural connection to young Hispanics,” Ms. Gadsby said.”

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