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SOURCE Horowitz Associates, Inc. Market and Multicultural Research
NEW YORK, March 21, 2013 /PRNewswire/ -- Over 300 media executives gathered at the 13th Annual Multicultural Media for Multicultural America Forum, held at the Marriott Marquis on March 14. Presentations, panel discussions and creative exhibitions framed high-level dialogue about how media is programmed for, marketed to, and consumed by "Media's New Generation" of young multiplatform, multicultural consumers.
Adriana Waterston from research firm Horowitz Associates shared highlights from two surveys, State of Cable & Digital Media and Multiplatform Content & Services. These findings were illustrated by video from their Viewing the Viewer ethnography.
The presentation focused on how urban multicultural consumers are adopting and using alternative/over-the-top platforms (OTT). According to Waterston, access to OTT is almost universal, with 85% of heads of household having access. This number rises to 96% among 18-34 year-olds. 46% of consumers view OTT content at least weekly, rising to about seven in ten 18-34 year olds. White consumers under-index compared to their Black, Hispanic, and Asian counterparts when it comes to OTT viewing, Waterston noted.
Among multicultural audiences, one key driver for using OTT is accessing culturally relevant content unavailable through traditional TV. This is not limited to in-language or international content; young, multicultural audiences, not seeing themselves adequately reflected in mainstream media, seek content elsewhere that is reflective of their lives and experiences. "I ask you to visualize the future-what mainstream media will look like when these creative influences are an organic part of what we see on TV– not chosen formulaically to 'satisfy' a multicultural mandate," urged Waterston.
The theme of "Media's New Generation" carried throughout the event with panels focused on key constituencies of the media industry: programmers and distributors, technology, content, audiences, and advertisers. One panel addressed the constantly evolving relationship between programmers and distributors, and alternative platforms were front and center of the conversation. Ruben Mendiola, VP & GM of Multicultural Video Services at Comcast noted, "We want to make sure that we can give our audience the best possible services on any platform. This is where the industry is today. The greatest challenge is being able to offer that same level of great assets to everyone, whether it's multicultural or general market." View photos
The forum concluded with an advertising-focused panel moderated by multicultural marketing strategist Gilbert Davila. Xavier Turpin, Director of Multicultural Marketing at Dunkin' Brands Inc., affirmed that in order to succeed, companies need to realize: "It's not multicultural marketing, it's marketing in a multicultural nation... Everyone today is a multicultural marketer."
The annual Multicultural Media Forum is organized by Horowitz Associates, Inc. Market and Multicultural Research. Contact Stephanie Wong: 914-834-5999 (firstname.lastname@example.org) for information about getting involved with the 2014 event.
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