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One specialty firm which is dedicated to promoting Latino Media and entertainment is the New York City Latin Media and Entertainment Commission.  This commission was established in October of 2003 in order to advise the mayor of New York on strategies to generate business and retain Latinos in the entertainment industry.  Some goals of the New York City Latin Media and Entertainment Commission are to continue on the expansion of Latin media and entertainment businesses and jobs in New York. This goal is extremely important because New York is one of ten states in the United States which has a substantial Latino population. The effort to include Latinos into the entertainment industry and media is a positive step towards assimilation and improved economic situations for Latinos. It will also give more Latinos the opportunity to be involved in the creative aspects of the media industry. By having Latinos directly involved it will allow less false stereotypes and negative portrayals to be generated. Hopefully it will also establish precedence for a positive relationship between the Latino community and media outlets which has not been in existence before. Members include notable people from the Latin and mainstream media industry, nonprofit and cultural sectors, and from the financial, advertising, and real estate sectors. 17


Another important group to Hispanic Communications is The Bravo Group established in 1980. The Bravo Group serves as an umbrella group including Bravo, Kang & Lee,MendozaDillon, and Mosaica.18 The existence of so many organizations under the umbrella organization of Bravo shows the true importance of specialization in marketing to the Latino community in order to be effective. The Bravo Group’s goal has been to affect the evolution of Hispanic Communications and create innovative techniques unique to the Hispanic market and for Hispanic industries. The Bravo Group incorporates direct, digital, retail and relationship marketing. It is considered to be the top Hispanic marketing and communications company in the United States.18, 19

A huge media firm in the broadcast sector is the Spanish Broadcasting System. Spanish Broadcasting System is the largest Hispanic owned broadcasting company in America. It was founded in 1983 and currently owns and operates 20 FM stations. The stations are strategically located in Los Angeles, New York, Puerto Rico, Miami, Chicago, and San Francisco. The Spanish Broadcasting System is looking to expand the broadcast options available for Latinos and provide them with broadcasts that appeal to the Latino culture and identity. One of the unique and interesting things about the Spanish Broadcasting System is that the members of Spanish Broadcasting System’s senior management team have over 20 years of experience in Spanish-language media and radio broadcasting. This shows that the members of Spanish Broadcasting System not only have a clear invested interest in Spanish- language media but also possess a long term vision and understanding of the Latino community.

This long term vision and goals are evident in the Spanish Broadcasting System’s decision to start MegaTV which is a new Spanish-language television station in Miami. The Spanish Broadcasting System started MegaTV in order to offer interactive debate shows and the television version of a prank morning radio show. The effort to create new shows is in response to the rapidly growing demographic of Latinos and the assimilation that has been taking place. 60 percent of all Latinos are US born Latinos and are less likely to primarily speak Spanish.  According to a recent study the new generation of Latinos prefers television in English, though at least half continue to watch Spanish programs. As demographics continue to change the effort to have more Spanish based entertainment and media may come to serve as preservation of Latino culture and history instead of existing for purely entertainment purposes. 20, 22

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