Latin Grammys: Spanish made the difference

Wed09Nov2005

Latin Grammys: Spanish made the difference

18:02 H | Topics: Language - Marketing - Music - TV

LETRAS MAGNETICAS EN ESPANOL (6305)-319 PIXELS.jpg In a recent post, I pondered what marketing minds thought it would be best to air the Latin Grammys on CBS and in English, when the target market (and the participants) is made up of mostly Spanish (or bilingual) speakers. According to the Washington Post, the decision to change that made all the difference in the world:

Off CBS and on Univision, the sixth annual Latin Grammy Awards erupted, attracting an average audience of more than 5 million viewers -- nearly 2 million better than last year's CBS telecast. In fact, Thursday's show outperformed all but the first Latin Grammys' broadcast on CBS (which snagged 7.5 million viewers). Univision tied Fox and beat UPN and WB for the night.

This goes to show that pushing Latino music, in its myriad forms, on a mainstream audience because a few pop artists have really taken off is a bad idea. You don't neglect your base (and their language preferences) in an attempt to cater to what seems to be a more lucrative market. Glad to see that the Latin Grammys are Latino again.

Via / The Washington Post and Hispanic Tips

Grammy Gold: Alejandro Sanz Takes it Home (Monday, Feb 11 2008)
Pink Panther to Take Argentina and Chile (Friday, Jan 25 2008)

Jennifer

Start conversation | Del.icio.us

VivirLatino