Stronger Hispanic identity sought

Zbar, Jeffery D.
May 1999
Advertising Age;5/10/1999, Vol. 70 Issue 10, ps32
Trade Publication
This article focuses on the concerns of media buyers toward Hispanic television programming in the U.S. as of May 1999. According to Bob Tassie, president of Unity Media, there is such divergence across the marketplace in terms of ethnicity. Telemundo Network, which was acquired in 1997 by Sony Entertainment, will debut a group of U.S.-produced telenovelas. The result could be a continued shift toward younger audiences for Telemundo, and more buying options for Hispanic media executives. The network also plans to capitalize on the growing advertising rates in the industry.


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