Univision and Disney May Join Forces For New English-Speaking Channel Targeting Latinos
02/07/2012 - 13:08 ||
In order to keep up with the fast-growing and ever-changing Latino demographic, Univision and Disney are currently discussing the possibility of launching a 24-hour news channel for English-speaking Latinos in the U.S. The proposed new channel comes in light of the 2010 census results, which highlights that Latinos born in the U.S. make up for 60 percent of our nation’s growth in the last ten years. The news channel may premiere just in time for the presidential election in November, but neither company has gone on the record to confirm.
As the largest Spanish-language network in the U.S, Univision has slowly embraced programming that targets the second-and-third generation Latinos, who mainly feel more comfortable with the English language. Jennifer Lopez and Marc Anthony’s newest talent show ¡Q’Viva! The Chosen is the latest installment of bilingual programming that includes younger generations of English-speaking Latino viewers. The show’s debut brought in 2.2 million viewers and increased Univision’s ratings among the 18-49 and 18-34 demographics.
According to The Huffington Post, the proposed deal will aim to continue satisfying the specific niche of consumers. "There's nearly 50 million Latinos in the U.S. They do want to know what's going on in Mexico, Puerto Rico and all over Latin America. The major networks don't cover that news," said Jorge Plasencia, the Vice Chair of the National Council of La Raza and CEO of the Hispanic marketing firm Republica.
The channel may aim towards a specific niche, but Plasencia also reveals that it's meant to be an elusive brand that will also target a broad range of viewership. He said, "This network will take our issues and make them mainstream because many other people besides Latinos may be watching."