The Challenge of Reaching a Diverse Audience

The new general manager for ONCE México, Carlos Brito, offers insights on Hispanic programming in a post-pandemic world.

How do you see Hispanic programming evolving post-pandemic?

I think Hispanic post-pandemic programming will be more based on digital communication than before COVID. People are in need of entertainment and distraction now more than ever before. I think through partnerships and smart use of professional creators, and with the right strategic platform and digital tools, anyone can make effective inroads into content – the demand is there. Audiences of all ages and cultural backgrounds are actively seeking out programs that highlight people who resemble them and reflect their own life and experiences. Under these circumstances, it’s critical to create authentic content that resonates with underrepresented groups. At Once Mexico we understand the importance of communicating with our diverse audience, listening carefully to what is happening, and ensuring meaningful connections between content and audiences.

What has been most surprising about how this audience has changed over the last 10 years?

It has been surprising seeing how the Hispanic population has grown so fast to become close to 60 million in the United States today. In fact, the rise of the U.S. Hispanic population and labor force is on a pace to be the next demographic phenomenon, with Latinos accounting for more than half of the U.S. population. Because of this group’s young median age, the economic clout of U.S. Hispanics will grow significantly as they enter their prime earning years. This will be a challenging and diverse audience to reach. Most definitely, the TV industry in the U.S. needs to think out of the box to successfully target the new generation of Latinos, because looking at the numbers from last year’s Census, the U.S. is on course to becoming a much, much more diverse country.

If you could give other businesses one piece of advice for achieving diversity and inclusion on camera, what would it be?

The United States is a big and diverse country. I think the conversation about diversity and inclusion on camera has just started. In fact, to remain relevant in today’s media environment, networks must fully embrace inclusion, among their staff and across their operations. Hopefully, we’ll see more actions that truly reflect the extraordinary diversity of the media industry in this country.


Related Stories

09/25/22: Cynopsis Jobs

man balloons

MANAGER, DISTRIBUTION PRODUCT DEVELOPMENT A+E NETWORKS NYC/Remote Acts as key liaison with MVPDs to drive the value associated with A+E Networks’ VOD, TVE and other digital media products in the pay TV market. Coordinates delivery of content to clients, optimizes internal workflows, and monitors performance of content on clients’ sites/apps. Experience in project/product management within […]

09/23/22: “Reservation Dogs” renewed for third season.

Reservation Dogs

A CYNOPSIS MESSAGE FROM KATZ DIGITAL VIDEO KATZ LIVE KATZ LIVE KATZ LIVE From esports tournaments to all major sporting events, We Deliver Engaged Viewers, LIVE in the Moment! We put your message where YOUR consumers are, across FAST + AVOD environments. KATZ LIVE – EXCLUSIVE STREAMING MARKETPLACE Powered by Transmit.Live – Ranked #4 on […]

09/22/22: VCT formalized its 30 partnered teams

VALORANT's Global 30

  Thursday September 22, 2022 Good morning! It’s Thursday and this is your early morning Esports brief. With three new VALORANT International Leagues on deck that will each feature 10 partnered teams, Riot Games identified the 30 teams who will occupy those slots next year. The publisher noted that final selections were based on three […]

09/22/22: Charter names successor to Tom Rutledge

Charter names successor to Tom Rutedge

A CYNOPSIS MESSAGE FROM HEARST HEARST ANYSCREEN A Higher Standard in OTT Reach your audience, anytime, anywhere, on any screen. Hearst Anyscreen offers a targeted OTT platform that provides a single, centralized access point to the streaming TV marketplace. With a unique focus on quality, Hearst Anyscreen delivers premium “living room experience” […]

09/21/22: Cynopsis Jobs

Thumbs up

JR. ANALYST, AUDIENCE RESEARCH FETV NYC Daily email sent to Executives outlining top program performances w/Households & Key Demos, with context. Daily update of excel based network programming grid. Develop a Weekly Schedule Analysis Report with insight into FETV schedule performance, with recommendations of possible changes. A strong understanding of Nielsen concepts & terminology req. […]