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Hispanic TV: It goes beyond language

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A new study in The Journal of Cultural Marketing Strategy examines the differences between first-, second- and third-generation viewing patterns. Its findings: Spanish-language programming is not always the most effective way to reach Hispanics. Simply put, there are marked variances in their viewing patterns, and it has as much to do with generational and cultural differences as it does linguistic ones. First-generation Hispanics may gravitate to telenovelas because that’s the genre they watched in their native country. But the third generation embraces “The Walking Dead,” not because it is in English but because they like zombies or comic books.

Source: Hispanic TV: It goes beyond language – Media Life Magazine

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