Next for Hispanic: Emmys, award shows, event marketing

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In signs of the ever-growing popularity of Latin entertainment, organizers are working on the first Emmys en Espa¤ol, a hopeful entrepreneur is shopping around Latin Hip Hop Awards, and general market events companies are seeking multicultural opportunities for clients.

Kay Madati, BMW's multicultural-marketing manager, has just joined Octagon Worldwide, Interpublic Group of Cos.' sports, events and entertainment marketing company, as the company's first director of multicultural marketing.

"Hispanics and African-Americans index very high for entertainment," he said. "The low-hanging fruit is Hispanic."

Mr. Madati has plans for a Hispanic entertainment project with Nextel and is working with BMW and Bank of America, and will hire two people to work on Hispanic and African-American projects.


After several years of struggling to start Emmys en Espa¤ol, the first awards for Spanish-language TV will be given out in June. For the first year, the event won't be televised and only six or seven achievement awards will be handed out rather than honoring specific programs or performances, said Raul Mateu, senior VP, William Morris Agency and chairman of the Emmys en Espanol organizing committee.

The most embryonic effort is the Latin Hip Hop Awards, which entertainment attorney David Garcia Jr. concedes is a tough sell. The music is Latin but his awards show would be in English, making it unsuitable for Spanish-language TV. Plus, his hip-hop artists like Akwid and Daddy Yankee are not household names. But some believe he does have a good idea.

"We haven't heard their pitch," said Jeff Valdez, chairman-CEO of year-old English-language cable channel SiTV. "We'd listen to it."

"[It] could be very hot," said Victor Arroyo, promotions director at Omnicom Group's Dieste Harmel & Partners, Dallas. "It's a very cross-over market."

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