Spanish-dominant Hispanics satisfied with racial representation

Spanish-Dominant Hispanics Most Satisfied with Multicultural Representation on TV Low Ratings Among Other Key Multicultural Segments

LARCHMONT, N.Y. -- In our increasingly multicultural world, how is mainstream media perceived by multicultural consumers who are quickly becoming the new general market? In Horowitz Associates' 13th annual State of Cable and Digital Media: Multicultural Edition study, White, Black, Hispanic, and Asian urban consumers were asked how well TV represents racial and ethnic groups in terms of quality (accuracy in comparison with reality) and quantity (proportionate with reality). One-third (32%) say TV does a good job with quality, but a comparable number (27%) give unfavorable ratings; two in five (40%) give favorable ratings for quantity and one-quarter (23%) give unfavorable ratings. Across total multicultural consumers, neutral ratings fall between 37% (quantity) and 41% (quality). 

The study reveals important dynamics across races, particularly among key Hispanic segments. Spanish-dominant Hispanics are the most satisfied with racial representation in the media, reporting the highest favorable ratings and lowest unfavorable ratings for quantity (53% favorable; 11% unfavorable) and quality (46% favorable; 13% unfavorable). Spanish-dominant Hispanics watch 69% of their TV in Spanish, however, making their evaluation reflective of the content on Spanish networks. On the other hand, English-oriented Hispanics, who watch 92% of their programming in English, give the media high unfavorable ratings for quality (35%) and quantity (29%). 

Asians are the least satisfied with multicultural representation, giving the lowest favorable ratings for quantity (24%; 31% unfavorable) and quality (22%; 27% unfavorable). Asians are the only segment that gives higher unfavorable ratings than favorable ratings for both quantity and quality. 

"Multicultural audiences have always been the best customers for television and entertainment. Tokenism and stereotypical representation of ethnicities in the media will not pass muster among this new general market for media," notes Adriana Waterston, Horowitz's VP of Marketing and Business Development. "Our findings, particularly the dramatic differences between key segments of the Hispanic market, help underscore the value viewers place in seeing themselves represented in the stories, voices, and faces they watch on TV." 

State of Cable and Digital Media: Multicultural Edition: An annual, syndicated survey tracking key trends regarding attitudes and adoption of television, broadband, and mobile technologies among urban, multicultural consumers. The 2012 survey was conducted among a national sample of 1,532 urban (cities with a population of 50,000+) heads of household 18+. Published by Horowitz Associates Market and Multicultural Research. 

SOURCE Horowitz Associates, Inc.

More Spanish TV for Hispanic community

Xfinity TV Now Brings Customers More Hit Spanish–Language TV Shows, Movies, Music Videos and Sports on TV, On Demand and Online for Free to Comcast Digital Customers

PHILADELPHIA, PA – Comcast Corporation (Nasdaq: CMCSA, CMCSK) today announced the launch of Xfinity TV in Spanish, a cross-platform entertainment experience that delivers the widest array of Spanish-language choices available anywhere, anytime – on TV, On Demand and online.  As part of this comprehensive offering, the company has introduced www.XfinityTV.com/latinoTV, a new Internet destination with access to hundreds of Spanish-language movies and shows online free to Comcast digital customers.  In addition, Comcast has more than tripled the number of Hispanic television choices available On Demand.

These new features for the Hispanic community complement the robust Spanish-language programming tiers Comcast is already rolling out nationwide, which include more than 50 of the most popular Hispanic networks along with hundreds of On Demand choices in Spanish.  In summary, these enhancements include:

• Newly launched www.XfinityTV.com/latinoTV, a Spanish-language entertainment Internet portal with access to more than 500 Hispanic video choices online, including movies, music videos and shows from television and movie partners including Univision, Cine Mexicano, Gran Cine, Caracol TV, Discovery Familia, ¡Sorpresa!, Tr3s, select content from HBO Latino®, Starz and many more.
• A tripling of On Demand programming in Spanish to nearly 700 video choices for customers to watch anytime, plus new content from broadcasting partners including Telemundo, Galavisión, TeleFutura and mun2.  
• Additional Spanish-language HD content On Demand on TV.
• More movies that are available the same day as DVD in Spanish than ever before.

“Offering products and services designed specifically for the Spanish-language audience in a rich and compelling way demonstrates again our commitment to bringing our customers the best entertainment choices across multiple platforms,” said Marcien Jenckes, Senior Vice President and General Manager of Comcast Video Services.  “We’re continually enhancing our Xfinity TV service with more content and features to meet the diverse interests of the Hispanic community.”

To help raise awareness about the company’s Xfinity services among Spanish-speaking consumers, Comcast recently signed Emmy®-, Golden Globe®-, and SAG-nominated actress Sofia Vergara as its spokesperson.  Vergara will be featured in a series of ads in Spanish to help further extend Comcast’s message of access to entertainment anytime, anywhere, among Hispanic consumers.

Upon signing in with their Comcast ID and password at www.XfinityTV.com/latinoTV, Comcast customers with a digital subscription can watch their favorite shows and movies in Spanish.  Xfinity Internet service is not required to access this site.  To switch to Spanish mode, customers only need to click the “Español” button on the top right hand corner of the screen.

About Comcast Corporation
Comcast Corporation (Nasdaq: CMCSA, CMCSK) (www.comcast.com) is one of the nation's leading providers of entertainment, information and communications products and services.  Comcast is principally involved in the operation of cable systems through Comcast Cable and in the development, production and distribution of entertainment, news, sports and other content for global audiences through NBCUniversal.  Comcast Cable is one of the nation's largest video, high-speed Internet and phone providers to residential and business customers.  Comcast is the majority owner and manager of NBCUniversal, which owns and operates entertainment and news cable networks, the NBC and Telemundo broadcast networks, local television station groups, television production operations, a major motion picture company and theme parks.