The New York Times reports that Telemundo is trying a new approach in their effort to stay competitive with Univisión: running shows in Spanglish and English subtitles.
…The programs will feature a sprinkling of English and be available with English subtitles — something not as readily found on the competing Univision…
“If you think about Telemundo as a narrower broadcast network, you quickly get to the place where, like all broadcast networks, your mandate must be to go for the widest possible audience,” said Lauren Zalaznick, the chairwoman of entertainment and digital networks and integrated media for Telemundo’s parent company, NBCUniversal.
Bilingual Hispanics, defined as speaking English more than Spanish or Spanish and English equally, are 82 percent of the United States Hispanic population, according to a report released this year by Scarborough Research, a consumer research firm.
This group has more disposable income than the more Spanish-speaking recent immigrants, with 12 percent of acculturated Hispanic families earning $75,000 to $100,000 a year, the study said.
Advertisers also may be attracted by the fact that Hispanics watch more TV as a family, with Spanish-speaking grandparents often gathered around the TV with their predominantly English-speaking grandchildren, according to the Association of Hispanic Advertising Agencies. Shows that incorporate both languages and cultures can hook multiple generations.
“You may have a home full of generations with different perspectives,” said Roberto Orci, chief executive of Acento, a Los Angeles-based advertising agency aimed at Hispanics.
Very interesting, ¿no les parece?