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Tagged: Secondary Audio Programming (SAP), television
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More Hispanics would watch English-language programming dubbed into Spanish if more were available and easier to find, according to the 2009 Hispanic Consumer Survey on SAP commissioned by Screen Actors Guild, which reveals the viewing habits of Spanish-speaking audiences in the United States and the use of Secondary Audio Programming (SAP).
According to the survey results:
•80% of the respondents had used SAP (59% within the past week and another 15% within the past month)
•88% would watch more SAP enhanced programs if they were easier to find
•82% are watching an individual show more often if it is in SAP
•69% say they can better understand the story when it is via SAP
•64% would watch more English-language TV if more TV shows offered SAP
•48% watch shows, that they normally would not watch, because they offer SAP
•91% of the 2008-2009 network primetime shows that offered SAP were renewed for the 2009-2010 season.
“This report shows that there are Spanish-speaking consumers eager to watch English-language programs if they are dubbed with Spanish audio,” said Carlina Rodriguez, SAG’s Director of Spanish Language Organizing. “At a time when Spanish Language television networks dominate the ratings, the U.S. English language networks and advertisers may be missing out on a lucrative opportunity to expand their audience nationwide.”
When respondents were asked which network primetime shows they had watched in the past three months via SAP, the top five results were as follows:
•35% The Simpsons (FOX)
•23% Ugly Betty (ABC) *
•22% CSI Miami (CBS) *
•16% Desperate Housewives (ABC) *
•16% Dancing with the Stars (ABC)
*Three of the top five shows on primetime TV available via SAP are dubbed by Screen Actors Guild members.
The Nielsen Company estimates a 2.3% increase of Hispanic TV homes this season, making the Hispanic television audience in the U.S. approximately 44.3 million. This is faster growth than the total U.S. television audience or any other major ethnic market.
The report also highlighted some hurdles that must be overcome. For example, very little marketing has ever been done to promote SAP and when there has been, the promotion is in English neglecting the Spanish-speaking audiences.
The 2009 Hispanic Consumer Survey on SAP was conducted by the Latino Print Network, which surveyed 633 readers from 39 Spanish language newspapers in 17 markets around the U.S. who are considered Spanish-dominate and Spanish-preferred readers; the respondents have an average household of 4.1.
“The main purpose of this study is to raise the awareness of this growing market and to promote our qualified dubbing SAG members who are ready to do this work in the United States,” said Hernán de Béky, chair of SAG’s National Spanish Language Media Task Force.
To read the Screen Actors Guild report, visit the “Resources” section of: http://www.sag.org/organizing/spanishlanguageorganizing
To interview SAG Director of Spanish Language Organizing Carlina Rodriguez or members of the SAG National Spanish Language Media Task Force, please contact Pamela Greenwalt at (323) 549-6872 or via email at pgreenwalt@sag.org.
Follow SAG Communications on Twitter and Facebook: http://twitter.com/sagnews and http://fblink.com/ScreenActorsGuild
About SAG
Screen Actors Guild is the nation’s largest labor union representing working actors. Established in 1933, SAG has a rich history in the American labor movement, from standing up to studios to break long-term engagement contracts in the 1940s to fighting for artists’ rights amid the digital revolution sweeping the entertainment industry in the 21st century. With 20 branches nationwide, SAG represents over 120,000 actors who work in film and digital motion pictures and television programs, commercials, video games, industrials, Internet and all new media formats. The Guild exists to enhance actors’ working conditions, compensation and benefits and to be a powerful, unified voice on behalf of artists’ rights. SAG is a proud affiliate of the AFL-CIO. Headquartered in Los Angeles, you can visit SAG online at SAG.org.
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SINDICATO DE ACTORES SCREEN ACTORS GUILD publica nuevo estudio que revela detalles
sobre el uso del canal de audio en español (SAP por sus siglas en inglés) por parte de televidentes hispanoparlantes.
El estudio indica que el número de televidentes podría incrementarse con programación adicional
en inglés doblada al español por actores hispanoparlantes.
Los Ángeles (28 de Octubre, 2009) – Más hispanos podrían ver más programación en inglés doblada al español si ésta tuviera mayor disponibilidad y fuera más fácil de encontrar, según un estudio titulado 2009 Hispanic Consumer Survey on SAP (”Encuesta al consumidor hispano sobre el uso del canal de audio en español 2009″ SAP por sus siglas en inglés). El survey comisionado por el Screen Actors Guild, revela detalles sobre los hábitos del televidente hispanoparlante en los EEUU y su uso del canal de audio en español, conocido como Second Audio Program o SAP por sus siglas en inglés.
De acuerdo a los resultados de la encuesta:
- Un 80% de los participantes habían utilizado el canal de audio SAP, de los cuales un 59% lo había hecho dentro de la última semana y otro 15% dentro del pasado mes.
- Un 88% de los encuestados verían más programas en inglés complementados con el canal de audio en español (SAP) si éstos fueran más fáciles de encontrar.
- Un 82% actualmente ven un programa individual con mayor frecuencia si está disponible con el audio doblado al español (SAP)
- El 69% de los encuestados dice que pueden entender mejor la trama de los programas cuando éstos se ofrecen por la vía del canal de audio en español (SAP)
- Un 64% dice que verían más televisión en inglés si más programas estuvieran disponibles con el canal de audio en español (SAP)
- Un 48% ven programas que ellos normalmente no verían debido a que están disponibles con el audio en español (SAP)
- El 91% de los programas de mayor teleaudiencia en inglés para la temporada del 2008-2009 que están disponibles con el audio doblado al español (SAP) fueron renovados para la temporada del 2009-2010.
“En un momento como éste, en el que las cadenas de televisión en español dominan los ratings, pareciera que los conglomerados televisivos en inglés y sus anunciantes estuvieran perdiéndose una lucrativa oportunidad de expandir sus teleaudiencias a nivel nacional.”, añadió la ejecutiva.
Cuando se les consultó a los participantes en la encuesta, cuáles fueron los programas en inglés que habían visto en los últimos tres meses a través del canal de audio en español (SAP), los siguientes fueron los cinco de mayor teleaudiencia:
• The Simpsons (Cadena Fox) con el 35%
• Ugly Betty (Cadena ABC) con el 23% *
• CSI Miami (Cadena CBS) con el 22% *
• Desperate Housewives (Cadena ABC) con el 16% *
• Dancing With The Stars (Cadena ABC) con el 16%
* Tres de los cinco programas en horario de mayor teleaudiencia en inglés, disponibles con el audio en español (SAP), son doblados en español por miembros del sindicato nacional de actores Screen Actors Guild, o SAG por sus siglas en inglés.
La empresa de medición Nielsen Company estima que habrá un incremento del 2.3% en los hogares televisivos hispanos en la presente temporada, lo cual significa que en los Estados Unidos hay aproximadamente 44.3 millones de televidentes hispanos. Esto indica un crecimiento mucho mayor al de la totalidad de la teleaudiencia en EEUU o el de cualquier otro mercado étnico en el país.
El reporte también señala algunas dificultades que deben subsanarse. Por ejemplo, se determinó que el canal de audio en español (SAP) recibe muy poca promoción al público hispanoparlante y que cuando se promueve se hace en inglés, lo cual no incluye a teleaudiencia en español.
La encuesta fue llevada a cabo por la empresa Latino Print Network. Se consultó una muestra total de 633 lectores, en un universo de 39 periódicos en español, localizados en 17 mercados alrededor de EEUU. Los participantes son lectores cuyo lenguage dominante y preferencial es el español. El número promedio de habitantes por cada hogar de los encuestados es de 4.1.
“El objetivo principal de este estudio es dar a conocer mucho más a este mercado de gran expansión y crecimiento y además promover a nuestros colegas del sindicato de actores, los artistas de doblaje en español, que están listos para realizar este trabajo en EEUU.” apuntó Hernán de Béky, presidente del comité nacional de medios en español del sindicato de actores Screen Actors Guild, o SAG por sus siglas en inglés.
Para leer el reporte completo del sindicato de actores Screen Actors Guild, visite la sección de “Resources” en el siguiente nexo:
http://www.sag.org/spanishlanguageorganizing
Para entrevistar a la Directora Nacional del Departamento de Organización Laboral en Español de SAG, Carlina Rodriguez, o a miembros del Comité Nacional de Medios en Español, favor contactar a Pamela Greenwalt, (323)549-6872, pgreenwalt@sag.org.
Para estar al tanto de los comunicados de SAG en Twitter y Facebook visite los siguientes nexos: http://twitter.com/sagnews y http://fblink.com/ScreenActorsGuild
Acerca de SAG
Screen Actors Guild (Sindicato de Actores), SAG por sus siglas en inglés, es el sindicato más grande del país que representa a los actores que ejercen la profesión. Fundado en 1933, SAG cuenta con una exitosa trayectoria en el movimiento laboral de los EEUU, desde hacerle frente a los estudios cinematográficos para poner fín a los contratos de trabajo a largo plazo en la década de los 40, hasta luchar por los derechos de los artistas en medio de la revolución digital por la cual atraviesa la industria del entretenimiento en el siglo XXI. Actualmente con 20 surcursales en todo el país, SAG representa más de 120.000 actores que se desempeñan activamente en el ámbito del cine, las películas digitales, la televisión, comerciales, juegos de video, anuncios corporativos, el Internet y todos los formatos en medios nuevos y emergentes. El sindicato existe para mejorar las condiciones laborales, los salarios, y los beneficios de sus miembros y además para ser una voz unificada y poderosa a favor de las reivindicaciones de los derechos de los artistas. SAG se enorgullece de ser miembro afiliado al AFL-CIO (Federación Americana Laboral y Congreso de Organizaciones Industriales). Con su oficina central en Los Angeles, Ud. puede visitar SAG en el internet en SAG.org.
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