Biculturals, bilinguals, Hispanic Millennials. Those are a few of the buzzwords employed by television broadcasters determined to reach the growing Latino market — especially the acculturated twenty-somethings born and raised in the United States. Over the next couple of months, two new cable networks geared at this audience are set to debut.
First up is Fusion which is due to launch October 28th. Fusion is a joint venture of ABC News and the Spanish language network Univision. Ben Sherwood– President of ABC News in New York– describes Fusion this way:
It’s going to have news, it’s going to have fun, it’s going to have cojones and it’s also going to have a real measure of humor.
Fusion will be followed, in December, by the debut of El Rey, a channel aimed at young, English-speaking Latinos. Conceived, in part, by filmmaker Robert Rodriguez—of Spy Kids and Sin City fame– it will carry original scripted programs of the testosterone-friendly variety.
In advance of those launches, reporter Carolina Miranda reports for KCRW’s The Business her take on what’s working — and what isn’t — for the young Latino audience.
Carolina A. Miranda is an independent cultural journalist. Her work has appeared on NPR, Public Radio International and Time Magazine. Follow her on Twitter @cmonstah.