Clemenseando

TV Critics Should Cover Univision

Television critics should start taking Spanish lessons.

Univision's ratings are too strong to ignore. More so during the summer when the English-language networks air reruns and reality shows. Meanwhile, Univision keeps running new telenovela episodes and major soccer competitions. The good news is that it doesn't take much Spanish to follow the basic plot of a telenovela and just one word, goooooooooooool!, suffices to follow a soccer match on Univision.

One columnist seems to already be taking lessons:

"Dieciocho (that's 18) producciones en español beat Fox's movie-maker competition dud On the Lot, stolen from HBO's Project Greenlight."   

And another keeps half-seriously asserting that Univision will surpass NBC's ratings. I have my doubts but it could happen.

Newspaper reporters on the television beat seem to relish citing ratings data that show Univision beating one of the Big Four in a given time slot. It is a way of saying to ABC, CBS, NBC and Fox - 'your programs are so lame that even Univision is being watched by more viewers'.

But television beat reporters rarely go beyond ratings data when it comes to Univision. And coverage of telenovelas, the most-popular program genre on Spanish-language television, often reads like a smackdown: 

"Hey, remember all those stories about how American TV viewers were finally read to embrace telenovelas? April Fool! They hated a daily schedule of novelas, so much so that MyNetworkTV has officially abandoned them."

Or coolly dismissive, as in the NYT's "Sizzling a Year Ago, but Now Pfffft ..."

"The telenovela, the steamy low-budget soap opera genre that has become the staple of television programming in Spanish-speaking countries, lives on its sudden bursts of uncontrollable — and loudly acted — passion.

Maybe that was what was burning in the hearts of network executives in New York about this time last year when, seemingly out of the blue, many of them announced a rush to begin developing a new form of programming for the summer: the American telenovela."

If nothing else, speaking Spanish would help beat reporters better cover Ben Silverman's programming announcements and not fall for inaccurate translations such as "Without breasts there is no paradise" ("No Tits, No glory" is a much more accurate translation of "Sin tetas no hay paraiso".)

Too often, coverage of Spanish-language television is ignorant or inaccurate (see here and here). Even more often, it is just absent.

For instance, the Univision O&O in Los Angeles has the highest rated local newscast in any language. Last month, news director Jorge Mettey left the station and there was no mention of this fact in the LAT. I can´t imagine the departure (or firing or whatever else it was) of the news director of the lower-rated KABC, KCBS, KNBC or KTLA going unnoticed and unreported by the Los Angeles Times.  Considering the LAT's stated interest in attracting readers then it makes sense for the paper to do a better job of covering Spanish-language television and English-language television for Latinos.

I wish more reporters would do as Robert Feder of the Chicago Sun-Times and consistently cover the goings on at local Spanish-language television stations.

I obviously understand many beat reporters and critics face a language barrier. I am also obviously aware that Spanish-language television is, well, in Spanish and thus of limited interested to many readers. But, newspaper music critics routinely review Latin music and concerts. As a consumer of Latin music, I and many others benefit from reading what the LAT´s Agustín Gurza writes about Antonio Aguilar, Isaac Delgado and others. Why? Because even though I speak English I listen to music in Spanish. Not exclusively but plenty of it. Likewise, and like many Latinos, I watch both English-language and Spanish-language television.

I want to read what the many fine television critics in the land have to say about the programming on Univision and Telemundo and Telefutura and Azteca America. (Yes, they each air more than just telenovelas.)

I find it amusing that the best newspaper coverage of Univision is produced by business reporters. (Read the work of Christina Hoag in the Miami Herald, Meg James in the LAT and Miriam Jordan in the WSJ.)  I think such strong business coverage is great. However, in the absence of equally good criticism of programming, the unstated message is newspapers think Hispanics are more important as consumers than viewers.

Maybe the Television Critics Association can negotiate a group discount at Berlitz.

Univision Debate Not Getting Very Far

AP writes about Univision's voter-registration campaign, the New York Times reports on the latest about Univision's presidential debate (to be conducted in English according to this 'clarification') and the Washington Post features Eddie "El Piolin" Sotelo (the article reads like 'Mr. Tweety Bird Goes to Washington'). Plus the Ventura County Star reports the network is "bankrolling" assistance to immigrants in filling out their applications. And, of course, the network has been mentioned in the context of Governor Schwarzenegger's suggestion that Latinos turn off Spanish-language television.

Yet, the flurry of coverage (which is a novelty for Univision) combined with a direct plea have yet to translate into much attendance at the upcoming debate, which may end up being as empty as the boxes at Piolin´s press conference.  Boosting participation in the debate is clearly a priority for the network and the agency handling its media relations but the most popular candidates are not jumping at the offer. For many of the candidates, attending a debate sponsored by a Spanish-language network is apparently just too fraught with negative symbolism.

Take a peek in the comments section here for a mild taste of the online venom poisoning the prospects of Univision's presidential debate. (Or read here about Univision´s reach and about how Presidential Candidates Flunk Spanish.)   

Schwarzenegger - Turn Off Spanish-Language TV

FULL DISCLOSURE: I have been a member of the National Association of Hispanic Journalists off and on for more than a decade. I worked for two Spanish-language television networks for a total of seven and a half years.

Speaking at an event organized by the National Association of Hispanic Journalists, California Governor Arnold Schwarzenegger reportedly

"drew gasps from some of the 700 people in the audience by suggesting that undocumented immigrants "have got to turn off the Spanish-language television" programs in order to learn English."

I thought one reaction cited in the LA Times article was particularly on target

"Cecilia Alvear, a former TV news producer, was only half kidding when she said, "What? And give up my telenovelas?"

The LAT failed to note some worthwhile background to the Governor's statement. Namely, Schwarzenegger gladly took large contributions from former Univision CEO, Chair and controlling shareholder A. Jerrold Perenchio.

Perhaps he shares conservative concerns about Univision´s new owners and the network´s citizenship and voter registration drives.

UPDATE:

The Modesto Bee provides additional background on the irony of the Governor's request to turn off Spanish-language television. The article highlights Schwarzenegger's Spanish-language Web site, Hispanic media outreach and provides additional details on the contributions of former Univision CEO A. Jerrold Perenchio's to the Governor.

 

Hillary Clinton & The Univision Presidential Debate

I understand why Tom Tancredo quickly declined to participate in a Univision-sponsored Spanish-language presidential debate. Just as readily, I understand why Bill Richardson jumped at the opportunity. All that makes sense.

Hillary Clinton's rejection of Univision's invitation is a little harder to follow. At least, that is, from a purely Hispanic media perspective.

Univision is the Spanish-language media behemoth. No one else comes close. It is the dominant Spanish-language broadcast network with more than two-thirds of all viewers. It owns the largest Spanish-language cable network, which has more viewers than all the other Spanish-language cable networks combined. On many nights, Univision is the fourth-highest rated network among all networks (English-language and Spanish-language) during primetime. Univision owns the dominant Spanish-language radio network with incredibly popular stations throughout the U.S. In LA, for instance Univision's radio stations are ranked first and second, according to Arbitron, among all stations regardless of language. Univision also operates one of the two largest Spanish-language Web sites. Univision's reach and influence among Latinos is comparable to the combined reach and influence among all Americans of Clear Channel, CNN, Fox News Channel and MSNBC. That's not an exaggeration.  It might even be an understatement.

There is academic research that strongly suggests a relationship between Spanish-language news coverage and increased voter turnout (this is much more the case for local news and local candidates than for network news and presidential elections, according to the study) Univision is engaged in an extensive voter-registration drive. This campaign has sparked the concern of conservatives given the close ties between Univision investor Haim Saban and Hillary Clinton.

If nothing else, Hillary Clinton's decision to bail on this debate splashes cold water on the theory that Haim Saban will use the Spanish-language network to the advantage of the Senator from New York. (Admittedly, Hillary's decision doesn't end the polite difference of opinion and respectful exchange on this matter between myself and American Thinker. There is still a long way to go before the elections and much can change before then.)

I can understand why a candidate like Tancredo would reject Univision's invitation on philosophical grounds. But, again from a purely Hispanic media perspective, I don't understand how any Democratic or most Republican candidates would pass up a chance to participate in a Univision-sponsored debate. It just seems like an easy opportunity to reach an awful lot of voters, many of whom will be entering the poll booth for the first time.

Update: See how Presidential Candidates Flunk Spanish

Televisa and TV Azteca Hit Hard By Court Ruling

Mexico´s Supreme Court took a chainsaw to a law providing sweetheart treatment for Televisa and TV Azteca. Both broadcasters, under legislation passed last year, were granted automatic renewals of twenty-year television licenses and digital television rights at no cost. In effect, they were granted de facto ownership of the public airwaves in saecula saeculorum. Under several preliminary rulings last week and this week those prerogatives have been resoundingly overturned. Still pending is a ruling on the provision concerning foreign ownership of Mexican radio and television outlets.

For purposes of this blog, the decision is of great importance because the Mexican and U.S. Hispanic television markets are inextricably linked. Televisa provides programming on an exclusive basis to Univision, which is and will remain the market leader as long it airs Televisa-produced telenovelas.

Telemundo, which is a distant second to Univision in ratings and revenue, believes it must have a broadcast presence in Mexico in order to effectively compete in the U.S. Hispanic market. The belief is

counter-intuitive but perhaps accurate.

After all, Univision succeeds because Mexican immigrants bring with them to the States a taste for Mexican television programming. Telemundo figures it needs to acquaint future Mexican immigrants with its programming before they cross the border. I am sure Telemundo executives would not put it so coldly but that is, in effect, the gist of their argument as to why they want to operate a network in Mexico.

And the Supreme Court rulings enhance the likelihood of a Telemundo bid for a broadcast license in Mexico. Even without a bid, the rulings will definitely create competition for the existing duopoly of Televisa and TV Azteca.

Not surprisingly, Televisa and TV Azteca downplayed the Supreme Court rulings in this evening´s newscast. I am sure the story will be top of the fold in all the major Mexican dailies. Televisa, however, didn´t mention the story until twenty minutes into its newscast. Azteca didn´t report the story until almost forty minutes into its newscast.

Both networks have a history of slanting editorial coverage to suit their own institutional interests.

 

Too Many Telenovela Remakes?

All three of Univision's primetime telenovelas are remakes. "La Fea Más Bella" is a Televisa remake of Fernando Gaitán's "Yo soy Betty, la fea."  "Destilando Amor" is the Mexicanization of another Gaitán novela "Café, con aroma de mujer". In the new Televisa-produced version, Colombian coffee has been replaced with Mexican tequila. (The original setting of a coffee plantation has been replaced with an agave plantation and agave is the basic ingredient of tequila). "Duelo de Pasiones" is yet another Televisa remake. This novela is a remake of "Flor de las Nieves", which first aired in Cuba in the late 1950s (I can't pinpoint the exact date.)

Telemundo also has a remake in the mix with the Brazilian telenovela "La Esclava Isaura" (see here for background on Telemundo and Brazilian telenovelas)

"On the business side the same telenovela format can be a hit again and again" says University of Georgia Associate Professor Carolina Acosta-Alzuru who is an academic specialist in telenovelas and newbie blogger. Televisa, which supplies Univision's primetime telenovelas, has been particularly reticent in the past few years to experiment with new storylines preferring to stick with the tried and true.

"I am not against the remake but I am against remakes becoming the only kind of telenovela" says Acosta-Alzuru.

Given the high financial stakes in both Mexico and the United States, creative risk-taking and the production of original telenovelas are not likely in coming years to be high on the agenda of Televisa executives. After all, they might reasonably ask - why take a new risk when you have an old and proven ratings-winner ready to go? (Consider Univision's "expensive lesson" with the original production of "Te  Amaré En Silencio")

Telemundo has taken many more creative risks than Televisa and Univision in the past few years. And at great expense by, for the most part, producing its own novelas. Yet, the NBCU-owned network still remains a distant second in ratings to Univision, which airs a steady supply of Televisa's telenovela remakes.

Go figure.

Azteca America Scores Largest Audience Ever With Mexican Football Final

Not surprisingly, last Sunday's match between Club América and Pachuca brought Azteca America its highest ratings ever. 1.9 million viewers saw Pachuca win its fifth Mexican Football League championship in a decade.

The popularity of the match underscores the importance of Mexican football coverage to the number four Spanish-language broadcaster. However, the fact that the semifinal match between América and Chivas drew a larger audience than the final suggests that Azteca America still faces distribution problems. Quite likely, not everyone who wanted to see the match could actually do so.

Azteca America relies heavily on low-power stations combined with cable and satellite carriage (See here to read about one such Azteca America television station group.) Univision, on the other hand, enjoys near-universal distribution throughout the Hispanic market.

Azteca America is unlikely to equal the match's ratings with any other show for years to come.

   

Telemundo's Miss Universe Ratings

Telemundo did well with Monday night's airing of the Miss Universe competition, which was also simultaneously broadcast in English on NBCU.

For the first half hour, the Hialeah-based network garnered a 1.0 rating as measured by the Nielsen Television Index or an estimated 1,633,000 viewers. By the final half hour of the two-hour program the number of viewers had increased to 2, 270,000 and a 1.2 rating. These are very strong numbers relative to Telemundo's usual performance. On weeknights, Telemundo telenovelas at 8pm, 9pm and 10pm generally bring in around one million viewers apiece. Occasionally, Zorro and La Esclava Isaura (see here for the latest ratings and here for background on Telemundo and Brazilian Telenovelas) bring in upwards of 1.2 million viewers.

Despite Telemundo's strong showing with Miss Universo, the NBCU-owned network still got beat by Univision.  "Destilando Amor" had more than twice as many viewers in the first half-hour of the beauty contest while Cristina had 400,000 more viewers during the last half hour of Miss Universo.

Those numbers point to the uphill battle Telemundo faces against Univision. The Miss Universe competition is intensely popular throughout Latin America and among U.S. Hispanic. Why? Maybe it is the high number of Latin American finalists and winners. Maybe other factors are at play. I don't know. I do know that the show is an enormously popular franchise among Latinos (for better or worse). And if Telemundo can't beat Univision even with Miss Universo, well, I don't know if there is much hope of any real competition between the two networks. Not a surprise but dramatic nonetheless to see the Univision and Telemundo ratings side-by-side.

What is a bit of a surprise is the number of people that opted to see the show in Spanish rather than English (2,270,000 Telemundo viewers versus 8,344,000 NBCU viewers). I'll request historical data and see if I can't get a sense of whether broadcasting the show in Spanish added new viewers or simply cannibalized audience members from the English-language show.

Either way, from an advertiser perspective, splitting up the audience is probably more attractive and more effective.

 

Una Vez Más Television Station Group

The following article appeared originally in the January, 2006 issue of Marketing y Medios. The rights have reverted to me and I have reprinted it here because it is a good (although somewhat dated) description of a television station group with an atypical business model built on low-power television stations and programming from TV Azteca. Please contact me if you are interested in reprint rights or an updated version of this article.

Una Vez Más Stations Maximize Low Power (Title as it originally appeared in the magazine.)
By Luis Clemens

JUST SHY OF NEW YEAR'S EVE, Dallas-based TV station group Una Vez Más (UVM) secured a minority investment from Boston-based private equity firm Alta Communications. Proceeds from the deal, along with a credit facility from Wells Fargo Foothill and money from the sale of two signals, means the Azteca America affiliate group now has a little more than $45 million to enter additional DMAs. UVM expects to eventually operate in at least 23 markets representing close to 30 percent of the U.S. Hispanic market.

Not bad for a business that almost didn't get out of the starting gate. In December 2000, UVM CEO Terry Crosby sold his interest in a Los Angeles TV station and planned to take a break from work altogether. Instead, equipped with a tidy sum from the sale, he went in the opposite direction and got back into the TV business "one more time," starting up the aptly named station group Una Vez Más.

Most of UVM's stations are in the Southwest and all of them are low power stations. The majority of the stations are deliberately in markets where Mexicans and Mexican-Americans make up more than 80 percent of the local Hispanic population.

"The content from [TV Azteca in] Mexico is resonating in those markets," says Crosby, a longtime Hispanic radio and TV investor. "What plays in Phoenix does not play in Miami. I look at it as a regional Mexican network serving the largest [Hispanic] population."

The venture got under way in 2002 after Crosby met with Luis Echarte, then-president and now chairman of Azteca America. "[Crosby] really took a chance on us and has been a tremendous distributor," Echarte says. "It has been ideal for us." Azteca America is an all-affiliate network that has rapidly expanded its reach through UVM and other station groups.

The profusion of low power Spanish-language broadcast affiliates over the past couple of years has proven to be an inexpensive way to build distribution coverage. Recent deals include the Caballero sale of low power stations to Viacom for an undisclosed amount (final FCC approval is scheduled for late January), LAT-TV's December launch of a low power Spanish-language station in Austin, Texas, and McGraw- Hill's purchase of a low power station in San Diego to transmit Azteca America's signal. Additionally, Univision, Telefutura and Telemundo each have low power affiliates.

UVM's business strategy boils down to the creation of what Randy Nonberg, Crosby's lawyer and fellow investor, refers to as a "synthetic full power station" in many markets. "[We] take a low power that has a good signal, add [analog] cable and satellite coverage, [then] compete head to head with full power stations at substantially lower cost."

UVM first tested its strategy in Las Vegas, one of only four markets where the firm originally planned to operate. Minority investor Mark Paretchan, UVM's vice president of sales and Crosby's junior high school classmate, says, "You can have a full power in Vegas that covers a lot of scorpions and snakes in the desert, or you can have a low power like we have. You don't have the same must-carry rights [as a full power station], but we also didn't pay $25 million for the station in Vegas. Maybe we spent $3 million to $4 million."

Paretchan says UVM "pays to play" in certain markets, meaning they pay some cable systems to carry their stations. In return, they negotiate favorable channel placement. Paretchan says the negotiation with the cable companies is easier because of the strength of Azteca's programming. The Mexico City-based media company has racked up a few modest ratings successes mainly because of its Mexican soccer league rights and the strength of La Academia, a reality talent show franchise.

But the network is still a long way behind the Univision networks. "The big boys don't see them as competition, and many advertisers won't even look at [low power affiliates]," says Ken Deutsch, media director at Long Beach, Calif.-based Grupo Gallegos. He buys time on low power stations, with restrictions. "Let's not write off low power stations because of their signal strength, [but] don't try and sell me that they are full power."

Paretchan concedes he is having "limited success with the larger national [advertisers]." Instead, UVM focuses on the "low-hanging fruit that is the local and regional retailers."

Salvador de Luna, national Spanish sales director of Bill Heard Chevrolet, a Columbus, Ga.-based car dealership with 18 outlets nationwide, was interviewed by telephone while en route to catch a flight to Las Vegas, where he was going to renew a contract with the UVM station. De Luna is very pleased with the response to the 30-minute infomercials the dealership places on Azteca America affiliates.

"Well, you know, low power doesn't mean anything to me," he says. "What matters to us is results: At the end of the month, what do we get [in sales from] what we put out [in advertising]. UVM works well for us." He also advertises on Telemundo and Univision affiliates but says the "cost per spot is much greater and the results are about the same."

UVM intends to enhance its value to advertisers by launching local newscasts in a few markets in the first six months of the year.

Spanish-language Digital TV (Multicasting)

Spanish-language broadcast television networks have been slow to capitalize on the multicasting (digital television) opportunities provided by their ownership of full-power stations. I know of no TeleFutura, Telemundo or Univision owned-and-operated station that is currently airing a digital signal in addition to their analog channel. (Please correct me if you know otherwise.) This will change by February, 2009 when the digitalization of the broadcast spectrum, by law, must take effect. Meanwhile, though, Univision and Telemundo seem to be focusing their energies elsewhere

Not to say there hasn't likely been internal discussions about what to put on those digital channels but Univision and Telemundo have yet to signal their future multicasting plans, much less announced anything. In SEC filings and in interviews, Univision executives and investors have made clear their intention to charge big bucks for retransmission fees. No mention anywhere, though, of multicasting. Last year Telemundo executive Steve Mandala told me in an interview for a Multichannel News article that a multicasting strategy was being formulated. Nothing yet, though. Telemundo seems much more focused on its broadcast, cable, interactive and even wireless efforts than multicast.

The absence of a current multicasting effort by Telemundo and Univision is understandable but short-sighted. Both networks could cheaply and quickly opt to launch a 24/7 telenovela digital channel. They could run a Spanish-language kids network such as Discovery Kids en Español or Sorpresa! on a barter basis and bring in some additional revenue. And help build a future audience (for more about Spanish-language children´s programming see here or here to learn about Univision´s fine for violations of the Children´s Television Act).  Launching a dedicated sports and/or news digital channel is also an option but would require a significant investment without an immediate payout.

And there is no immediate payout because no one is yet sure about the economics of Latino multicasting. No one knows how many Hispanics already own digital television sets. Telemundo and Univision are busy trying to interest advertisers in reaching large and measurable numbers of Latino viewers. There are set rate cards and lots of money to be made selling thirty second spots and product placement on analog but what the heck do you charge an advertiser for a commercial on a multicast channel.  Admittedly, the low-hanging fruit consists of closing the gap between what advertisers spend on English-language television and what they spend on Spanish-language. But, Telemundo and Univision expend plenty of effort selling interactive advertising for what remains a modest revenue stream.

Besides February, 2009 is not that far off, which explains why other Hispanic networks are pushing into multicast. The pioneer was Trinity Broadcasting Network's TBN en Español service. TBN was aggressive from the get-go about making all their networks available as multicast channels. They wanted to increase distribution and have employed individual church-based marketing to win new viewers for the Spanish-language service. Granted, TBN is viewer-supported and doesn´t have to worry about selling ads on multicast. Still, theirs was an impressive and early effort.

Next in line came Latino youth network LATV, which inked a multicast carriage deal with the Post-Newsweek Station Group a few months ago. The deal was, in part, the result of frustration after years of not securing wider cable and satellite distribution. Dealing with television station groups and even individual station owners is far quicker and less laborious than dealing with MSOs as a group and with their individual systems. And it also helps when the owner of the multicast network also happens to head a television station group, which is the case with LATV majority shareholder Walter Ulloa who is also the Entravision CEO and board chairman. Entravision just announced it will carry LATV as a multicast network in ten markets.

The last of the Hispanic multicast networks for now is V-me TV, which is a Spanish-language digital broadcaster majority-owned by a group of private investors with a minority investment by the Educational Broadcasting Corp. that is the licensee for New York City PBS affiliate WNET. V-me TV serves as a multicast channel for PBS stations throughout the U.S. (its imminent launch prompted some controversy in Maryland). Wherever a PBS affiliate decides to carry V-me TV as a multicast channel, the network then becomes automatically available on cable thanks to a standing arrangement with the NCTA.

And that´s all, no one else in the Hispanic television market has really done much with multicasting.

Univision and the other Spanish-language broadcast networks are rightly organizing citizenship and voter education campaigns. As a matter of self-interest, they might want to consider a campaign to educate viewers about the upcoming switch to digital television. For that matter, the Consumer Electronics Association might want to translate their recycling Web site (see here for a good LAT article on the topic).

Unlike Mexico where the digital switch won´t take place until 2023, in the States the clock is ticking.