hispanic voice in tv, film, video and internet, digital hollywood 2014
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Hispanic Voice in TV, Film, Video and Internet: Have we move ahead of Typecasting Latinos? Despite the growth of the Latino Population in US, their voice is not being reflected properly in Media and yet the a hidden true is that Latinos in media are a Vibrant Force of Talent driving Ratings, TV viewership, Radio, Movies and InternetTRANSCRIPT
Digital Hollywood Hispanic Voice in TV, Film, Video and Internet: Have we move ahead of Typecasting Latinos?
Presented by: Adriana Peña Ruiz May 2014
53 Million+ Latinos in the U.S.
35.3
41.9
50.5 51.9 53.0
28.1
32.2
37.0 37.6 38.3
2000 2005 2010 2011 2012
La/nos Spanish speaking La/nos
Up 4% in the past two years
Source: US Census as dated
Hablas Español? 38.3 Million Latinos in the U.S. Do.
Is the growth of the Latino Population being reflected properly in
Media?
“ “
Although “Typecasting" Latinos in Hollywood still seems to be the norm.
Sofia Vergara Typically Plays the Latina Sexy Diva up to the max.
In Modern Family she is the quintessential Trophy wife.
Have successfully crossed over to Mainstream
However…most of their characters Are still Typecasted Latinos.
Demian Bichir Academy Award-winning actor
Ana De La Reguera HBO’s Eastbound and Down and Covergirl spokesperson.
Gael Garcia Bernal From teen heart throb in Mexican Novelas to Amores Perros
Salma Hayek Frida, Wild Wilde West to From Dusk till Dawn.
Are Novelas the new University for Latino
Celebrities? “ “
What do these Latino Celebrities have in common?
Before they landed leading roles in General Market Films…
Novelas enabled these actors to establish a successful fan base that would later transfer to general market – depending on the film.
They began their careers as Spanish language soap opera stars, as we Latinos call Novelas.
Besides typecasting, an other trend is there is an
increasing number of Latinos
in Hollywood not acting as Latinos.
“ “
Successful Latino Celebrities who are not typecasted into typical “Latino” roles • Benjamin Bratt, Miss Congeniality • Raymond Cruz, The Closer • Sara Ramirez, Greys Anatomy • Enrique Castillo • Edward James Olmos • Jessica Alba • Jesse Borrego Cruz • Enrique Castillo
Eva Longoria, who doesn’t speak Spanish in her roles but still plays some aspects of the Latina Bombshell stereotype.
16
Other type of very successful Latino Celebrities unknown to General Media
Latino Radio Celebrities are powerful influencers with tons of fans and outstanding high listening times
Juan Carlos Hidalgo
KLAX “LA X”
Morning Drive
Juan Carlos was the first Spanish language personality to be ranked #1 in the crucial morning drive period by Arbitron, beating “King of all Media” Howard Stern in Winter, 1993. Howard Stern claimed it was because the call letters of Hidalgo’s station, KLAX, were too close to his station’s call letters, KLSX (which was preposterous but made for good press).
Eddie Sotelo, El Piolín
KSCA “La Nueva”
Morning Drive
The LA Times named Eddie Sotelo one of Southern California’s most powerful people in August, 2006 after Sotelo organized local Spanish radio personalities to get a march for immigration reform in downtown Los Angeles. Over 500,000 marched, making it the largest protest in Los Angeles history.
Ricardo Sanchez, El Mandril
KXOS “Radio Centro” Morning Drive
Dominated the airwaves in 2013 in Los Angeles morning drive on KLAX, beating Power,105.9’s Big Boy, Ryan Seacrest on KIIS and Kevin and Bean on KROQ.
Oswaldo Diaz, Erazno y la Chokolata
KLYY “José”
Afternoon Drive
The highest rated afternoon drive show in L.A. Spanish radio in Los Angeles and #5 overall. Airing on 51 radio stations throughout the country via Entravision’s Tricolor brand and syndication to non-Entravision stations.
The Top Spanish Radio Personalities reach 1.5 million Latinos
weekly and 79% don’t listen to any top English
personalities.
““
The Top 4 Spanish stations Latino reach
569 456 448 398
KLVE KBUE KLYY KSCA
In thousands (000) And reach rating
(reach/Latino pop)
Omar y Argelia Don Cheto El Genio Lucas El Bueno La Mala Y El Feo
Andres Cantor Gooool, Cantor received a Regional Emmy and be named Sports Personality of the Year by the American Sportscaster Association. By the time the next World Cup was starting, Goff would write in the Washington Post: "Some English-speaking soccer fans in the United States apparently have turned to Univision, and away from English-language broadcasts on ABC, ESPN and ESPN2, because of the energy and lyrical flair [Andrés] Cantor and longtime broadcast partner Norberto Longo bring to their description of, and commentary on, all the games."
Latino Sports Influencers not recognized by General Media
Enrique Bermudez Enrique Bermudez, best known as El Perro Bermudez, is one of the most sought aJer Hispanic sports commentators. He began his career in 1976 and has covered 6 world cups, two Olympic games and five European cups. Bermudez has been the narrator of choice in over 20 countries. His narra/ng style has gained him acceptance from peers and is known for his famous phrases like: “/ri/to” and commentary on, all the games.
Talk about Digital Influence! Meet German Germendia
1 Billion views
0 17 Million subscribers
#16 / #17 Ranking if on
YouTube’s Top Money Makers
$2 Million German’s estimated
worth
YouTube has become a platform where everyone
including Latino personalities have been able to control their product and reach a niche audience of millions
of people.
“ “Mirta Ojito Professor at Columbia University, School of Journalism
Mario Beltran 12M+ views
San Jose, CA
“Linda, Honey, just listen” by Mateo from San Jose CA brought in a breaking 12M+ views in 1 month and landed him several spots on TV including The Ellen show.
Raiza Costa Dulce Delight
90K+ subscribers
5M+views
Shortly after moving from Brazil to New York City in 2009, Costa began her blog Dulce Delight as a way to feature her intricate, mouth-watering desserts. Four years later, the 25-year-old food vlogger has more than 2 million views on her YouTube channel, has a line of vintage-inspired whimsical kitchen wear in production and has a contract for her show to be developed for broadcast in her native Brazil.
Latino YouTube Stars making waves online
Caeli Patricia Lopez Caelike
3M+ subscribers 200K views
Three million subscribers and counting, Caeli Patricia Lopez has one of Mexico’s most popular and funny YouTube channels. Some notable guests on her vlog include Jesse y Joy and Paty Cantu.
Gabriel Montiel werevertumorro
8M+ subscribers 15M+ views
Gabriel Montiel's YouTube channel is the most subscribed to in Mexico, Its filled with humorous events about his life. It’s popularity has lent itself so much that Televisa and Azteca have offered him his own show but he has opted to stay on the web.
Latino YouTube Stars making waves online
Latinos in media are a Vibrant Force of Talent driving
Ratings, TV viewership, Radio, Movies and Internet.
“ “
Increasing relevance of Latinos in U.S. society brings
new challenges and opportunities to media and
Story Telling.
“ “
Language • Spanish as a language more than 38M Spanish speaking Latinos in US, and 23.2 linguistic isolated Latinos • Spanish as a Cultural Cue
Distinctive Passion Points • Music, Sports, Local Community, Humor, Family
Media Touch Points • Latinos are traditionalists and the most engaged digital consumer in US at the same
time, watching more TV and Listing to radio that general consumer, at the same time than we are the most Heavily Over indexing, in SoMo, Digital Video, Netflix, Smartphones, Tablets adoption.
Different archetype gravitational system • impact of Storytelling
Latino voice in Media should be addressed on the following levels
Although Archetypes are Universal, there is a different archetype gravitational system in Latino Story Telling
The Mother, The Magician and The Regular Guy are essential archetypes in the Latino Culture.
Cambell and Stoty tellings
Campbell had a gift for revealing the fundamental elements common in stories across cultures and exploring how they can (and do) work in our daily lives. Archetypes are universal, but Myths and Symbols are colored by culture and time
We are all equal and hard working Americans. In Latino Culture equality is not a given true
Good Latino Story telling taps into cultural insights woven in universal stories The emergence of a different kind of humor that is only understood within the Hispanic community and culture.
Latino Celebrities like Eugenio Derbez really understand this concept
$10.4 million
They represent the modern day versions of Chespirito, Cantinflas and Pedro Infante.
No Instructions Included
The opportunity lies on acknowledging and including
Latinos and Latino Archetypes and Symbols in the fabric of the stories we
consume in ALL media, beyond language and
Typecasting.
““
Adriana Peña EVP Marketing and Sales Development