Hispanic Voice in TV, Film, Video and Internet: Have we move ahead of Typecasting Latinos? Despite the growth of the Latino Population in US, their voice is not being reflected properly in Media and yet the a hidden true is that Latinos in media are a Vibrant Force of Talent driving Ratings, TV viewership, Radio, Movies and Internet

1. Digital Hollywood
Hispanic Voice in TV, Film, Video
and Internet: Have we move
ahead of Typecasting Latinos?
Presented by: Adriana Peña Ruiz
May 2014

2. 53 Million+ Latinos in the U.S.

3. 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.

4. Is the growth of the
Latino Population being
reflected properly in
Media?
“ “

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

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

7. In Modern
Family
she is the
quintessential
Trophy wife.

8. Have successfully crossed over to Mainstream

9. 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.

10. Are Novelas the new
University for Latino
Celebrities?
“ “

11. What do these Latino Celebrities have in common?

12. 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.

13. Besides typecasting, an
other trend is there is an
increasing number of
Latinos
in Hollywood
not acting as Latinos.
“ “

15. 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. 16
Other type of very successful Latino Celebrities
unknown to General Media

17. 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.

18. The Top Spanish Radio
Personalities reach
1.5 million Latinos
weekly and 79% don’t
listen to any top English
personalities.
“
“

19. 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

22. 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

23. 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.

25. 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

26. 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

27. 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

28. 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

29. Latinos in media are a Vibrant
Force of Talent driving
Ratings, TV viewership,
Radio, Movies and Internet.
“ “

30. Increasing relevance of
Latinos in U.S. society brings
new challenges and
opportunities to media and
Story Telling.
“ “

31. 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

33. 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.

34. 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

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

37. 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.

38. 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

39. 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.
“
“

40. Adriana Peña
EVP Marketing and Sales Development
apena@entravision.com
adriana@adrianapena.com