Why Can't Hispanic TV Be as Good as Hispanic Advertising?

I don't know which ads your are referring to. I've seen great work from Gallegos, La Comunidad and GlobalHue, but a lot of "family" old school "kinda" ads that make me think "do you really think I am going to buy a new car bacause you show me two kids seating in the back seat?" Come on Laura, a lot of the ads currently on TV are cliche and stereotypical!

Laura,
I'm not a latina. Maybe you'll find my opinion invalid. Who knows? I'm white, not bilingual, but struggling to try to be while living in an area with few Spanish-speaking residents. So I've tried to watch Spanish-language TV simply for the listening comprehension practice. I find it VERY difficult because I find the programming about as attractive as you do. I have, in other states, many latina friends. When I've visited I've held my tongue and observed to see what their take on these shows is. It varies. One friend, for instance, is a Chicana, born and raised here, who has mostly immersed herself in popular culture. She does not like to watch the programming, and her thoughts are similar to mine. Another, also Chicana, born and raised here, has mostly immersed herself in the immigrant culture, married an immigrant, socializes more with mostly Spanish-speaking immigrants, watches these stations almost exclusively. When I asked her about what I feel are poor production values, melodramatic acting, and lots of T & A, she tells me she enjoys it and finds it funny.
Still other friends, Mexicanas who came here some years back, share her views, wholeheartedly enjoy the shows, find them funny and entertaining, or in the case of telenovelas, addicting. So, essentially, you're right, you're NOT their demographic. These people I've mentioned ARE. In my mind I likened it to my childhood, the earlier days of TV here in the U.S when my parents watched the likes of HEE-HAW, Dean Martin's Variety hour with his "GoldDiggers" dancing in their hotpants shorts, and Rowan and Martin's Laugh-In with bikini-clad go-go dancers. Maybe it's part of the natural evolution of television viewing. From the simpler to the more complex viewing choices. Maybe Spanish-language tv is still in one of it's earlier growing stages. You're simply used to the state of English tv, but just remember, perhaps we used to be where they are now.

Laura,

Could not agree more with you. Same old formula again and again. I know that there is better TV in Spanish or for Latinos than what we have right now.

Laura: Like Nanette - I am neither Hispanic nor bi-lingual. However, I have seen Hispanic TV quite often. Totally agree. However - even though the programming is different than traditional broadcast and cable tv - that programming is also truly pathetic for the most part. Same old formulas - and the reality show genre is way past it's prime and copy-catted repeatedly. Quite frankly, it's amazing that people will go on TV to be humiliated before the public. Where's the creativity? Where are the interesting dramas, comedies...and truly objective news reporting. Do you ever wonder whether the writers would actually want to view their creations if they were simply consumers. Seems as they don't look at it from our perspective...or...as you've relayed about the Hispanic audience...they think they are programming to - for want of a better expressions - "unwashed masses." Seriously insulting to all - including "the unwashed masses." At this point, I've almost totally given up and am now...shock...reading! MUCH BETTER.
Barbara, NY

I live in Puerto Rico, where Univision and Telemundo treat PR as any other Hispanic market in the US. Local TV is just as bad and the people who have the option prefer cable by far. Puerto Rico is totally different market from the rest, and is not Mexican (US Hispanic TV is mostly targeted to Mexicans because they're the majority of Latinos in the country). The main difference is we're not immigrants. And I haven't mentioned how NBC U is selling Telemundo Puerto Rico like any other independent station when Univision Puerto Rico is the highest grossing station for the network.

Dearest Laura,

I think you hit the nail on the head with this piece. There is an entire market demographic segment of "not mexican enough" us of out there and were not getting any satisfaction. Why is this? Is it sterotyping? Is it because traditional old school latino programs are having a hard time transitioning? What ever the reason, it clearly time for a change. You go girl - you're on the tip of a revolution.

Laura,
you are not the only one. I used to develop advertising for US Hispanics with P&G and frankly, I was disgusted by the programing on Spanish language TV. Particularly the violence towards women by the jealous men in the telenovelas. I thought about asking my ex-employer to put pressure on Univsion to remove that type of programming that all the family watches, that creates such a negative role-model for Hispanic children. Spanish Language TV is garbage and it is disgusting. I Loathe it. I refuse to watch it.

I agree with you completely! You can include Hispanic radio in the mix as well. Having spent 23 years in media (8 of which were Hispanic) I found that Hispanic media in general is programmed to those with a third grade education. Now, even though many immigrants may only have a third grade education, that doesn't mean that they want to be talked to on that level. They have a street education and are smarter than that. They also wish to be challenged.

There are some similarities to general market TV. You take away a few really good shows like Sopranos, West Wing, ER, etc., and what have you got...nada que ver...nothing to see! I agree with Alfonso with regards to the ads. Part of my capabilities presentation (http://www.hispanicity.biz/presentation) emphasizes the poor quality of Hispanic market advertising in the U.S. Let's face it, if you look at a billboard in Mexico City and compare it to a billboard in Little Village or East L.A., there's no comparison. There has been some good work out of Lapiz and La Comunidad, but that's about it. There's no Wieden and Kennedy quality in the U.S. Hispanic market.

Evan Gordon
President/CEO
HISPANICITY
A Tri-Generational Approach
to Hispanic Marketing
HISPANICITY.BIZ
&
HISPANICITY.COM
The Place for Latinos
and their Amigos!

I would add that the stereotypes created and maintained by Unvision and Telemundo, which are inhereited by the likes of Televisa and Venevision, have set the bar for "what's Hispanic". And that is the bar used by clients to judge how "Hispanic relevant" (therefore effective) advertising is.
It's unimaginable to me that a population of 30 million Spanish-speaking people, composed by a mix of cultures and traditions living in a different country can only emphatize with worn-out Novelas and old-fashion variety shows that flash a lot of flesh.
If we were to look at inspiration for change I think it is worth taking a look at what young new stations are doing in Latin American countries such as Colombia and Argentina. Also, the pan-regional cable programming from stations such as Fox, Warner Channel, Sony, HBO Latin America, Discovery LA, etc It's puzzling to see how those big media companies have created great Spanish-speaking stations for the Latam region with a good balance of original shows and translated programs; but we can't enjoy that here in the US. A glimpse of that offer is available on a limited basis through the latino cable packages but its reach is very limited. And the quality is not the same (i.e HBO Latino).
The same applies to advertising, we need to find inspiration down south in order to really raise the bar. This is happening already and imported creatives from Argentina are in really high demand. Let's hope the trend continues and expands into TV programming.
A big part of the blame relies on an audience that is not accustomed to DEMAND for quality. I'm sure that, if you were raised in a Hispanic family, many times you heard your mom, or "abuelita" say "This is so inmmoral" "how can they show this on TV?". However, the next Saturday the TV would be turn on again on the same channel, with same program and the same comment will pop at some point. So why is it that the the boycott never takes place? Because "something is better than nothing" and the Latin community is thankful for the the chance to watch TV in Spanish in a foreing country, no matter what they show. Scary, but true. And even scarier, the level of influece that one company: Univision excercises over this populaiton.

Could any one of you let me know when there is a program on General Market television that 'is for us' and does not exagerate or dramatize our negative qualities such as machismo and hotness....

Laura,
I am not hispanic, do not speak Spanish and have few hispanic friends but I agree with your views on Spanish TV because......A friend of mine who is not hispanic mentioned to me that he watches Spanish TV. He urged me to watch a program or two. Wow! The T & A was way over the top and the "variety" show I watched seemed to consist of a singer (female and coming out of her dress), a comedy sketch with a female coming out of her dress, and dancers all coming out of their costumes. They do seem to have a way to go in bringing quality programming to their audiences.

Hola Laura,
As a former producer of talk shows at Univision radio, I concur with your rant. All I have to say is you go girl!!

Victor Escalante
Houston Chroncile
commons.chron.com/escalante
http://www.hispanicad.com/cgi-bin/news/newsarticle.cgi?article_id=22556

This article reminded me so much of BET's programming during the 80's. At the time, it consisted mainly of canceled 70's sitcoms like Sanford and Son, Good Times and What's Happening. Adding to the prior, it wasn't uncommon to see 'blaxploitation' films like Blacula, Blackbelt Jones and Cornbread, Earl and Me in the early morning hours.

My how times have(n't) changed.

The commentary of how lame US Hispanic television and radio are, is old and tired. It comes from an elitist and bourgoise point of view that doesn't do any good. We need to accept it for what it is. It seems that many commentators want to be "mas papista que el papa".

As much as it is a formula, it is a formula that works. US Hispanic consumers are supporting with ratings, and loyalty far beyond the loyalty any anglo has for corresponding US broadcast TV.

Do you think any of the trailer trash TV shows on general market tv are better than Hispanic TV? What about the reality shows that pass for entertainemt on English language cable, I can't watch any of those for more that 5 minutes. You can't argue that US TVs quality TV above Univision or Telemundo.

In my case, I find to stinkin' soaps on Telemundo much better than many shows on ABC, CBS, NBC, VH1, MTV, and MTVtr3s (i'm over 18).

Laura, you are right you are not the target. I am Mexican as you are and I have worked in Hispanic advertising for over 20 years. I don't care much about telenovelas, Don Francisco or that Laura, but I love soccer and cannot get enough of it switching channels to watch the three games going on at the same time (¡que viva el America!). I don't mind the T&A, my wife is American and when she questions it I tell her that "it's a cultural thing." As for the hot Argentinean talent been exported, come on! other than "A la Cama con Porcel" y "Poné a Francella" and the many "vedettes" medio encueradas in Mexican comedy shows (I love the humor y los albures y que viva Ortiz de Pinedo y Eugenio Derbez) I don't see much coming here to the US. The Argentinean creatives coming here have never and will never be able to set foot on a Latino store in LA or eat a taco de nenepil or understand and appreciate any of the grupero music. So, where is the "great" advertising? is it the one showing more European looking talent than morenitos? the one with highly sophisticaded look that the paisanos won't get or care about? I agree with you that there is a lot of crap in Hispanic TV but there is also more variety now than a few years ago. Pero como dicen en mi tierra "en gustos se rompen generos" (I won't try to translate this). - Jose Garcia, San Francisco, CA

The BEST program right now on Spanish-language TV in the US is without question "Jaime Bayly" on MEGA TV, and currently only Miamians can see it, although I understand Mega is going national via DirecTV. Unfortunately, the only thing Mega should be taking national is Bayly (the other stuff is not up to par). Who is Bayly? Think Jon Stewart, Bill Maher or David Letterman in SPANISH--same wit, same dry humor.
Manny Gonzalez, Miami Beach, FL

Laura, chica... seems like a sort of pointless rant. I have like 500 channels at home and, quite frankly, have yet to see "good television". I see good individual programs (The Shield, Nip/Tuck, Sopranos, That 70's Show (yeah!) and some others) but I have yet to see "good television" overall. Think about the Cavemen show, etc., and you've got to wonder if the "general" market thinks pretty much like you think. Ultimately, I think NBC had it right with the concept of "appointment television". Think about it, some of the Spanish-language programs you don't like get hell of a rating, so evidently someone likes them.

I think to say that all of Spanish TV is worthless is not totally fair. However, I do agree there is significant room for improvement. Historically, the motivation for improvemnt hasn't existed. Today the pressure from the mainstream networks has already begun. There is a reason why ABC didn't take "Betty La Fea" and make Betty into an ugly girl from some non-Hispanic suburb of LA. Just in case we haven't noticed, in the last three years there is much more Spanish or representations of Hispanic life in the U.S. (good and bad) on mainstream TV and more English on Spanish TV. Just listen closely. Maybe what the mainstream networks are doing today are only the prototypes of what is to come. Maybe they will deliver ever more compelling content and put pressure on the traditional Hispanic options to raise their programming game.

Let's not forget that this is about money. In general It cost money to deliver compelling content. As well as many U.S. marketers are doing today most of them don't yet invest at the levels they should be investing.

I think the next three years will be very exciting for all of us in the industry.

Touching a nerve again, Laurita... GOOD!

The issues as I see them--

- Lack of sustained original programming and creative influx & development. Copying most of the ideas from the gen. market only goes so far, and we copy the worst - the crass screaming match talk show, the soaps... although with our own twist. We also need to aggressively develop the talent -writers and producers and directors, and invest in them. Not just imported but homegrown at our universities and networks, and with real $$$ levels behind them.

- Lack of target segmentation/niche programming. Look-we are all different, with various degrees of acculturation and a huge diversity of TASTES. Sure I would like better images of women, less gratuitous T & A, more cultural and refined pieces,where are the documentaries and interesting travelogues, cooking shows, dramas, comedies with smarts and creativity. The bottom line is that many of us in the market quietly know that as we accculturate, the "market" abandons programming for the "many types of us" and we fall through the cracks,and over to the "anglo" side...victims of our own sucesss and bilingualism I suppose. Many see no choice then, but to abandon the market as viewers. Yes, a part of the reason is financial as Tony points out. But historically there has also been a lack of vision and of relentless determination (call it balls if you like) to push that ambition thru. First we had a monopoly, then the 2 network system ( laugable for a long time) - and with the other alternatives coming in, I'm still not that hopeful. Many investors just want to run a fad to the ground with cheap imported or quickly produced stuff.

- Lack of oversight of standards/content/taste-Come on! The same FCC that flips out at so many issues in the mainstream media cannot be reviewing our networks... nooo...Impossible!! I think we continue to be SEPARATE BUT NOT EQUAL in this area as well. Honest, I'm not advocating censorship, but again....there's a place and time for things. These networks have been playing outside the book for years.

At the end- we must set the bar higher. The need is there if they want to listen to the voices that have been clamoring for years. There is every excuse in the world not to change. Is anybody really willing to shake things up?

So my final point is that what we see here is a huge leadership void. And do spare me the "it's cultural thing". That's a cop out for not willing to teach and evolve the ownership and boards, the clients, and to a large extent, the audience. Our cultures are vast and rich and our talents are there to be mined. Embrace the variety for god's sakes!

As for the advertising... it's been tunnel vision too for a long time. Some exceptions, sure. But the tone was set at the top and with whomever controlled the purse strings. Owners change, agencies get bought. But isn't it the same game...? It's hard to give people diamonds when all they want is zirconia. And they would'nt know the difference anyway and are not willing to pay for it, so many get tired of trying. They say,...let's just take what we can, whether the thing is right or not, successful or not, good or not.

This is true of many markets mind you. Maybe 5% is great, affecting advertising, that revolutionizes and defines an era or a product. And I am being generous. Truly unique and breakthrough or even excellent work is not a goal many brands have. They think they do --they talk like they do, but really don't...and their systems are set up to churn out quite the opposite. Will all the decontructions, and reorgs and new agency models and boutiques coming up make a real dent in the amount of Excelllent to Great work.? Maybe, but only if we're serious.

Alfonso, don't forget La Abuelita. So you might want to consider a third-row seat when purchasing a new car.

As agencies push boundaries – or in other words adopt the Anglo-cultural paradigm as the definitive and only creative road to take, Laura Martinez among others criticizing Hispanic television need to get some perspective. You represent the 10 per centers. The Anglo-franchised, affluent (by global standards), cultural escapist elite among the Latino population.

This programming is made for the 90 percent of Latinos scattered throughout Latin America and 'Barrios', whether physical or mental, here north of the border. You know - the exploited, disenfranchised and economically repressed majority that just wants to find relief from their reality and be entertained by over the top, ridiculized representations of their 'patrones'.

Telenovelas are the only venues, which offer them the opportunity to laugh openly at their 'oppressors' and celebrate their victories even if these are just driving some young privileged kid crazy with a bit of 'popular' Cinderella sexiness and destroying the family in the process or seeing a representation of 'La Señora' get from her husband or lover what many watching cannot do themselves. Yes, a radical point of view but one expressed to me many times over in conversations over the years. This is extremely entertaining to them.

The problem is not an ethnic one it is a socio-economic one. No different than the many movies and television shows produced here where the oppressed defeat the privileged. The difference is that in our Latin reality, whether here or in Bogotá or Rio the socio-economic divide and it's consequences – lack of education, exploitation, substance abuse, are extreme and the options or opportunities 'to escape them' are few except in fantasy land. Get real, it is a matter of education and social sophistication for a lack of better term and you cannot get an education and social sophistication if you are working two or three jobs to pay for your 'rancho', 'el peaje' to the gang that controls your street, buy overpriced medicines, send money to your family in the interior, and yes feed your family in the "favela".

Here is the reality, you are not that important. Telenovelas are made for the other 400 Million plus viewers scattered around the world. Telenovelas produced in Mexico, Colombia, Venezuela and Brazil are exported throughout the globe, translated into Eastern European languages, Italian, French and are the most popular shows in places as diverse as Rumania and Senegal.

Regarding Advertising in this country for Hispanics one must address the issue of what is left at the table and never gets produced. The decision of what we see is not our own it is made for the most part by Non-Hispanic gatekeepers (and that includes many Hispanics) on the client side who determine what we ultimately put out there. In most of these instances it is based on the stereotypes Hispanic agencies championed for many years in order to build the Hispanic advertising industry and justify their existence. But that is a whole other topic.

And talk about over the top melodrama, exploitation, machismo (both from men and women) and yes discrimination, c'mon crew we all have worked in Hispanic advertising agencies. I have seen more of it there than in any Telenovela I have ever watched.

Let's face it in Buenos Aires, Santiago, el D.F. you don't have to justify yourself so you are free to ANGLIFY. A proud member of the GUANABI tribe...and that's cool. How about first defining a unified Latin identity and being proud of it, make it hip and coveted instead of giving it so much lip service.

FRENTE AL SUR – Face south. We are all decendants of "La Primera America". Be proud of it and get politically and economically involved in Latin America instead of escaping and criticizing it, help the people these Telenovelas are made for so they can break the cycle of political abuse, mental slavery, exploitation and corruption, earn a decent living and get the education they need to free us from them.

Until you do you have no right to judge their taste in television, which as I have said before determines what you see here.

Kudos Laura for voicing such a strong sentiment many of us in the industry care very much about. There are a myriad of great Hispanic show ideas that do not see the light of day. But there is hope! We believe change is happening, in the communities, at the local network level- since they are nimble and hungry enough to listen to what viewers want to see. Great Hispanic TV is yet to come! - Liz Angulo. Los Angeles

¡Basta Ya! Leave this highly visible, growing and economical rewarding Industry if you do not like it.

I recently read 'Why Can't Hispanic TV Be as Good as Hispanic Advertising?' a post on AdAge.com's 'The Big Tent' blog by Laura Martinez on October 10, 2007.

Ms. Martinez states the following regarding Spanish-Language television, "We now have more of nothing to watch. Or rather, there are now more Spanish-language "choices" serving me -- and my people -- with the same crap we are used to: dating contests, gossip and paparazzi shows, court fights, reality TV, wrestling and, of course, lots and lots of T&A. In a nutshell: the exact same things I grew up watching on Mexican TV, now expanded and proudly 'Made in the USA'."

As I read whole this piece, certain thoughts came to me regarding the blog piece and the blogger.

First, Laura Martinez is one of many writers that Advertising Age uses to cover stories for the magazine and recently is one of their bloggers.

Second, she was the editor-in-chief of Adweek's Marketing y Medios magazine, up till it was downsized to an insert within their other mainstream trade journals.

Third, her previously editorial control and slant in Marketing y Medios favored English-language media to reach Hispanics, especially the usage of TV.

Fourth, she feels she is not the target of the Spanish-language TV networks.

Fifth, she states in the blog, "None of this actually matters, since I don't care too much for TV anyway".

Can you picture what I am envisioning?

I agree with one of the blog commentators, Tony Ruiz - Partner of the Vidal Partnership, that there is always room for improvement in all aspects of our industry.

That is a fact!

With over 24 years experience in this very enriching, enjoyable and fulfilling industry, I have seen improvement. Some of the commentators in the blog did not have the chance or opportunity to experience first hand what I have in my professional career and been able to interact with many of the pioneers that help forg the foundation of US Hispanic Advertising, Marketing & Media in this country.

That is another fact!

From where we were in the late 70's to today, there has been remarkable improvement in programming, distribution, marketing & sales strategy / initiatives and the opportunities of working in a growth Industry.

A growth factor of plus 1500% from $200 million in ad expenditures in the late 70's to over $5B 30 years later.

Impressive!

I could feel, smell and see the distaste for Univision or Telemundo arising from the words of some of the blog commentators and Ms. Martinez' position.

I am glad she stopped were she did on her ranting about the programming. I almost felt she was ready to hold hands with George Lopez (the comedian, now marketing expert) and start shouting that the entire $5 Billion advertising and marketing business targeting US Hispanics is WRONG, misdirected, not the way to target Hispanics and that we are spiraling down a dark shallow hallway were pimps and thieves run free and were weak men and women die like dogs.

Based on her last comment we highlight above, she indicates that she does not care much for TV.

Do you think Univision, Telemundo, Azteca America, ESPN Deportes, Fox Sports en Español, MTV3trs or any other TV entities (Hispanic targeted or not) will consider that they will get a fair shake in an interview based on her personal media preferences?

Laura, you insights are right. You are not the intended target.

Maybe if you were the target the above mentioned companies might not enjoy the viewership levels they have earned.

¡Punto!

We need to stop the bashing our own media, the agencies and the Industry!

Walk in the shoes of the Pioneros of this industry and some of the great executives in all aspects of our Industry that have create a economically viable platform for many of us to call a career.

You need to research, learn, understand and experience this before you have earned the right to criticize any aspect of our Industry in such a irresponsible way. Many of the core advertisers that many of the companies and professionals in this Industry are trying to persuade about the complexity and viability of the US Hispanic consumer, the media that serves this consumer and that the concept of Hispanic Marketing is established, might get the WRONG idea about it impact, success and ROI.

If you cannot help create solutions, then you are part of the problem.

Leave this highly visible, growing and economical rewarding Industry if you do not like it.

¡Basta Ya!

There is room for all ideas, thoughts and strategies. But with RESPETO.

The Industry has earned it.

Gene Bryan
CEO
HispanicAd.com

It's not any different to advertising; to be effective it must be created FOR the target - their mindset, likes, dislikes, needs , wants.
Spanish TV is created FOR the mass US Hispanc consumer (not you Laura). Thus, it works.
Enrique Turegano, Orange, CA

Thank you Laura for bringing up the subject, I think its valuable.

I too am sorry to not see more diverse programming that reflects the complexity of the entire culture. Yes, its important to offer programming for people who do not have an extensive education, but does it make sense to offer the telenovela ONLY? No one is trying to rain on their entertainment parade but its rather insulting to assume media doesn't have the power to override education through the power of visual story and sharing of a range of perspectives. It seems like a paternalistic argument to me.

I have been on the other end, and find the gatekeepers use that excuse for not letting any other programming in. How will we ever know if anything else can make money if its never given a try?

Who are the gatekeepers and why do they want to keep the airways projecting the same old thing?

Good discussion, thanks for bringing it up.

From One of Those who wants more diverse programming.

Judging for the amount (and quality) of the responses, Ms. Martinez has clearly touched a nerve. And while it is clear that people like Mr. Bryan have to defend their turf, this type of dialogue is not only healthy but necessary.

As a father of two, I am truly disgusted at what my kids are exposed to on both, English and Spanish-language TV (let alone the Internet). So, let me also say Basta! Basta to defending business for the sake of business; do our children have a greater future because the industry is $2 b, $5 b or whatever?

I'd like to address Hispanic advertising, or at least my experience with it. I've worked for both Anglo and Hispanic ad agencies for over 12 years now and found that most of the Hispanic advertising is much less sophisticated than the Anglo equivalent. At one time or another I've worked on the same product for both markets and the Hispanic agencies just seem to do a Spanish version of the Anglo spots or go for a corny, goofy approach which makes me cringe. I understand that I'm probably not the market, but it does seem insulting to those of us Hispanics that aren't fans of Don Francisco and the "Jerry Springer" type of shows I see on Hispanic TV.

Laura, you mention great Hispanic advertising; I'm sorry, I just haven't seen it (yet).

Maybe the issue is not what's wrong with Spanish TV or Comm'ls for that matter, but what's wrong with those who are creating and approving them(???). Any thoughts on how and why these images(sterotypes)are conceived?

Write better shows.

Dear Laura,
who told you Hispanic advertising was that much better?
No, I don't hold out much hope for any high quality programs so I foresee many more years of fluff, or, as the brilliant Tom Sharpe once said, "chambersmaid´s delight". And, by the way, someone mentioned the wonderful nudity on some Hispanic shows. Well, it's not even that revealing, but, then again, that goes for both Hispanic and Anglo channels...

thank G for having given me MEGA TV. a great alternative to the mejjican garbage thaqt is shown in Indiovision. Hope they are successful and get some advertising so they do not flop. greatest programming in many many years for me.