October 27, 2010

THERE'S NO FUTURE IN HATING LATINOS:

Univision set to become top U.S. broadcast network (Steve Mcclellan, Oct 26, 2010, Adweek)

The new census is expected to show a nearly 45% increase in the number of Hispanic Americans since 2000, to a total of 50 million. This couples with continuing audience erosion at the major networks and Univision's recent deal with Mexican programer Grupo Televisa, which locks up the source of much the network's popular programing for at least another decade.

Just a few years ago, the notion of Univision catching and surpassing them would have had mainstream network executives rolling with laughter. They're not laughing now.

And they're not talking publicly about it either: When asked to comment, the Big Four nets refused. But a couple of executives talked on background and indicated that they take the threat from Univision seriously.

"They're already No. 5," as one put it, having eclipsed the CW.

One top network researcher's calculations concluded that Univision could surpass the Anglo networks in seven years, even without the boost provided by growth in the Hispanic population.

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Posted by Orrin Judd at October 27, 2010 5:11 AM
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