Digital Hollywood Hispanic Voice in TV, Film, Video and Internet: Have we move ahead of Typecasting Latinos?

Presented by: Adriana Peña Ruiz May 2014

53 Million+ Latinos in the U.S.

35.3  

41.9  

50.5   51.9   53.0  

28.1  

32.2  

37.0   37.6   38.3  

2000   2005   2010   2011   2012  

La/nos   Spanish  speaking  La/nos  

 Up  4%  in  the  past  two  years    

Source: US Census as dated

Hablas Español? 38.3 Million Latinos in the U.S. Do.

Is the growth of the Latino Population being reflected properly in

Media?

“ “

Although “Typecasting" Latinos in Hollywood still seems to be the norm.

Sofia Vergara Typically Plays the Latina Sexy Diva up to the max.

In Modern Family she is the quintessential Trophy wife.

Have successfully crossed over to Mainstream

However…most of their characters Are still Typecasted Latinos.

Demian Bichir Academy Award-winning actor

Ana De La Reguera HBO’s Eastbound and Down and Covergirl spokesperson.

Gael Garcia Bernal From teen heart throb in Mexican Novelas to Amores Perros

Salma Hayek Frida, Wild Wilde West to From Dusk till Dawn.

Are Novelas the new University for Latino

Celebrities? “ “

What do these Latino Celebrities have in common?

Before they landed leading roles in General Market Films…

Novelas enabled these actors to establish a successful fan base that would later transfer to general market – depending on the film.

They began their careers as Spanish language soap opera stars, as we Latinos call Novelas.

Besides typecasting, an other trend is there is an

increasing number of Latinos

in Hollywood not acting as Latinos.

“ “

Successful Latino Celebrities who are not typecasted into typical “Latino” roles •  Benjamin Bratt, Miss Congeniality •  Raymond Cruz, The Closer •  Sara Ramirez, Greys Anatomy •  Enrique Castillo •  Edward James Olmos •  Jessica Alba •  Jesse Borrego Cruz •  Enrique Castillo

Eva Longoria, who doesn’t speak Spanish in her roles but still plays some aspects of the Latina Bombshell stereotype.

16  

Other type of very successful Latino Celebrities unknown to General Media  

Latino Radio Celebrities are powerful influencers with tons of fans and outstanding high listening times

Juan Carlos Hidalgo

KLAX “LA X”

Morning Drive

Juan Carlos was the first Spanish language personality to be ranked #1 in the crucial morning drive period by Arbitron, beating “King of all Media” Howard Stern in Winter, 1993. Howard Stern claimed it was because the call letters of Hidalgo’s station, KLAX, were too close to his station’s call letters, KLSX (which was preposterous but made for good press).

Eddie Sotelo, El Piolín

KSCA “La Nueva”

Morning Drive

The LA Times named Eddie Sotelo one of Southern California’s most powerful people in August, 2006 after Sotelo organized local Spanish radio personalities to get a march for immigration reform in downtown Los Angeles. Over 500,000 marched, making it the largest protest in Los Angeles history.

Ricardo Sanchez, El Mandril

KXOS “Radio Centro” Morning Drive

Dominated the airwaves in 2013 in Los Angeles morning drive on KLAX, beating Power,105.9’s Big Boy, Ryan Seacrest on KIIS and Kevin and Bean on KROQ.

Oswaldo Diaz, Erazno y la Chokolata

KLYY “José”

Afternoon Drive

The highest rated afternoon drive show in L.A. Spanish radio in Los Angeles and #5 overall. Airing on 51 radio stations throughout the country via Entravision’s Tricolor brand and syndication to non-Entravision stations.

The Top Spanish Radio Personalities reach 1.5 million Latinos

weekly and 79% don’t listen to any top English

personalities.

““

The Top 4 Spanish stations Latino reach

569 456 448 398

KLVE KBUE KLYY KSCA

In thousands (000) And reach rating

(reach/Latino pop)

Omar y Argelia Don Cheto El Genio Lucas El Bueno La Mala Y El Feo

Andres Cantor Gooool, Cantor received a Regional Emmy and be named Sports Personality of the Year by the American Sportscaster Association. By the time the next World Cup was starting, Goff would write in the Washington Post: "Some English-speaking soccer fans in the United States apparently have turned to Univision, and away from English-language broadcasts on ABC, ESPN and ESPN2, because of the energy and lyrical flair [Andrés] Cantor and longtime broadcast partner Norberto Longo bring to their description of, and commentary on, all the games."

Latino Sports Influencers not recognized by General Media

Enrique Bermudez Enrique  Bermudez,  best  known  as  El  Perro  Bermudez,  is  one  of  the  most  sought  aJer  Hispanic  sports  commentators.  He  began  his  career  in  1976  and  has  covered  6  world  cups,  two  Olympic  games  and  five  European  cups.    Bermudez  has  been  the  narrator  of  choice  in  over  20  countries.    His  narra/ng  style  has  gained  him  acceptance  from  peers  and  is  known  for  his  famous  phrases  like:  “/ri/to”  and commentary on, all the games.

Talk about Digital Influence! Meet German Germendia

1 Billion views

0   17 Million subscribers

#16 / #17 Ranking if on

YouTube’s Top Money Makers

$2 Million German’s estimated

worth

YouTube has become a platform where everyone

including Latino personalities have been able to control their product and reach a niche audience of millions

of people.

“ “Mirta Ojito Professor at Columbia University, School of Journalism

Mario Beltran 12M+ views

San Jose, CA

“Linda, Honey, just listen” by Mateo from San Jose CA brought in a breaking 12M+ views in 1 month and landed him several spots on TV including The Ellen show.

Raiza Costa Dulce Delight

90K+ subscribers

5M+views

Shortly after moving from Brazil to New York City in 2009, Costa began her blog Dulce Delight as a way to feature her intricate, mouth-watering desserts. Four years later, the 25-year-old food vlogger has more than 2 million views on her YouTube channel, has a line of vintage-inspired whimsical kitchen wear in production and has a contract for her show to be developed for broadcast in her native Brazil.

Latino YouTube Stars making waves online

Caeli Patricia Lopez Caelike

3M+ subscribers 200K views

Three million subscribers and counting, Caeli Patricia Lopez has one of Mexico’s most popular and funny YouTube channels. Some notable guests on her vlog include Jesse y Joy and Paty Cantu.    

Gabriel Montiel werevertumorro

8M+ subscribers 15M+ views

Gabriel Montiel's YouTube channel is the most subscribed to in Mexico, Its filled with humorous events about his life. It’s popularity has lent itself so much that Televisa and Azteca have offered him his own show but he has opted to stay on the web.

Latino YouTube Stars making waves online

Latinos in media are a Vibrant Force of Talent driving

Ratings, TV viewership, Radio, Movies and Internet.

“ “

Increasing relevance of Latinos in U.S. society brings

new challenges and opportunities to media and

Story Telling.

“ “

Language •  Spanish as a language more than 38M Spanish speaking Latinos in US, and 23.2 linguistic isolated Latinos •  Spanish as a Cultural Cue

Distinctive Passion Points •  Music, Sports, Local Community, Humor, Family

Media Touch Points •  Latinos are traditionalists and the most engaged digital consumer in US at the same

time, watching more TV and Listing to radio that general consumer, at the same time than we are the most Heavily Over indexing, in SoMo, Digital Video, Netflix, Smartphones, Tablets adoption.

Different archetype gravitational system •  impact of Storytelling

Latino voice in Media should be addressed on the following levels

Although Archetypes are Universal, there is a different archetype gravitational system in Latino Story Telling

The Mother, The Magician and The Regular Guy are essential archetypes in the Latino Culture.

Cambell  and  Stoty  tellings    

Campbell had a gift for revealing the fundamental elements common in stories across cultures and exploring how they can (and do) work in our daily lives. Archetypes are universal, but Myths and Symbols are colored by culture and time

We are all equal and hard working Americans. In Latino Culture equality is not a given true

Good Latino Story telling taps into cultural insights woven in universal stories The emergence of a different kind of humor that is only understood within the Hispanic community and culture.

Latino Celebrities like Eugenio Derbez really understand this concept

$10.4 million

They represent the modern day versions of Chespirito, Cantinflas and Pedro Infante.

No Instructions Included

The opportunity lies on acknowledging and including

Latinos and Latino Archetypes and Symbols in the fabric of the stories we

consume in ALL media, beyond language and

Typecasting.

““

Adriana Peña EVP Marketing and Sales Development

apena@entravision.com adriana@adrianapena.com