Thursday, April 1, 2010

As Hispanic population explodes, so does Spanish-language TV

MIAMI — Their advertising sales may be down nearly $100 million, but Spanish-language broadcasters say that ringing sound you hear from their industry isn't an alarm bell. It's a wake-up call — and a lot of companies have already answered.


"This time next year, if you're not in Hispanic media, you're going to want badly to get in," said Don Browne, president of Telemundo. "And those who are already in it are going to feel pretty damn good about it."


Once a cozy little Monopoly board with all the hotels stacked on two properties, Univision and Telemundo, Spanish-language television has turned into a rambunctious free-for-all with new competitors getting into the game all the time.


The siren song that beckons them: explosive population growth among U.S. Hispanics, which has already outstripped every demographic projection of the past decade and is expected to show an even more breathless pace when results of the 2010 census are in.


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