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how bilingual millennials are changing Spanish-language TV - Los Angeles Times - Los Angeles Times

"Jane the Virgin's" Gina Rodriguez may star in a TV show based on a Venezuelan telenovela — and her character may devour Spanish soaps with her abuela — but when she was growing up in Chicago, the programs she plopped herself in front of the tube to catch were apple pie sitcoms such as "Growing Pains" and "Family Matters."

"I lived for those shows," says the 30-year-old actress, who won a Golden Globe for her leading role in the popular CW series. "I didn't grow up on telenovelas ."

That presents a challenge for Spanish-language networks in the United States. Rodriguez, of Puerto Rican descent, is part of a generation of bilingual millennials who are gravitating away from the torrid love stories and brassy variety shows that have been popular for decades on Spanish-language TV.

Univision calls this generation "billennials." And they increasingly consume their media in English.

It's a shift that Spanish-language networks have seen coming for some time. Billennials now outpace immigrants, long the core market of Spanish-language media, as the main source of growth for the Latino population.

Univision may be sitting pretty as the fifth-largest U.S. broadcaster with 2.8 million nightly viewers, and Telemundo has a nightly average of 1.4 million viewers, but the two networks recognize that if they want to maintain their hold on the coveted Latino market they need to actively court billennials.

"U.S. Hispanic millennials really have the best of both worlds right now," says Telemundo President Luis Silberwasser. "They have their choice of the best programming, regardless of language. What that requires for us in finding success is innovation — the kind of innovation that the Spanish-language marketplace has never seen before. It's been a market that for decades has programmed the same way that it always has been, in a very traditional way."

Bit by bit, however, time-honored telenovelas and...

Source: www.latimes.com


Latest News

  • how bilingual millennials are changing Spanish-language TV

    07/18/15 ,via Los Angeles Times

    "Jane the Virgin's" Gina Rodriguez may star in a TV show based on a Venezuelan telenovela — and her character may devour Spanish soaps with her abuela — but when she was growing up in Chicago, the programs she plopped herself in front of the tube to

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    07/02/15 ,via Variety

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    11/04/14 ,via Variety

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Books

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    John Wiley & Sons. 2014. ISBN: 9780745681252,0745681255. 296 pages.

    Mexican cinema is booming today, a decade after the international successes of Amores perros and Y tu mamá también. Mexican films now display a wider range than any comparable country, from art films to popular genre movies, and boasting internationally renowned directors like Alfonso Cuarón, Alejandro González Iñárritu, and Guillermo del Toro. At the same time, television has broadened its output, moving beyond telenovelas to produce higher-value series and mini-series. Mexican TV now stakes...

  • Billboard

    2006. 60 pages.

    In its 114th year, Billboard remains the world's premier weekly music publication and a diverse digital, events, brand, content and data licensing platform. Billboard publishes the most trusted charts and offers unrivaled reporting about the latest music, video, gaming, media, digital and mobile entertainment issues and trends.

  • Nbc Universal Networks

    Books LLC, Wiki Series. 2010. ISBN: 1157438741,9781157438748. 118 pages.

    Purchase includes free access to book updates online and a free trial membership in the publisher's book club where you can select from more than a million books without charge. Chapters: Usa Network, Cnbc, Syfy, Bravo, Oxygen, Kidsco, Mun2, Sleuth, Sci Fi Channel, Universal Channel, Trio, A


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    Universal City – March 31, 2011 – mun2 announces US television premiere of Mexico’s hit series, Las Aparicio (Behind Every Woman). The hour-long edgy series premieres Monday April 4 at 11pm ET/PT and will air Mondays through Thursdays at 11pm ET/PT ...

  • I Love Jenni” Season 3 will premiere April 14 on mun2

    02/12/13 ,via channelguidemagblog.com

    Season 3 (the final season) of I Love Jenni will premiere April 14 at 9pm ET on mun2 (in the U.S.) and air Sundays. mun2.tv will stream Episode 1 the day after it airs. (In Mexico and Latin America, the first episode of the final season of I Love Jenni wil ...

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    Season one of “Larrymania” was the network’s # 1 series in 2012 among adults 18-34, and season two grew to be #1 among Hispanic females on Sunday nights. On mun2.tv “Larrymania” content has reached over 1.4 million video streams. This season ...



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