Analysis of United State-Based Networks - Research Paper Example

? Analysis of United Based Networks Targeting the US Hispanic Market/Programming Contents Contents 2 Executive Summary 3 Conclusion 4 NBC 4 FOX4 ESPN 5 CNN 5 HBO 5 MTR Tr3s 6 CBS 6 Works Cited 7 Name of the Student Name of the Professor Course Number Date Analysis of United State Based Networks Targeting the US Hispanic Market/Programming Executive Summary 21st century is all about communication. Without communication, the world seems detached. Thus, communication and media have become so much important in our lives (Beebe and Redmond1-25). The market of United States is submerged with programming and media outlets. Looking at the different cultures, taste and preferences, these media outlets and programs have segmented their target customers. United States is home to different cultures (Hofstede 50-100). The white Americans comprise the largest group based in America. These white Americans are themselves divided into various sub groups and ethnicities. The next largest group in America is of the Hispanic Americans, who comprise of around 17 percent of the total population of America (American Community Survey 5-25). The current study aims to analyze the United States based networks targeting the US Hispanic Market. The objective of the project is to analyze the current trends of programming and advertisement across various Hispanic oriented television networks in order to identify their trends, strategies and opportunities for audiences. Hispanics have been dwelling on the American soil for generations. Three generations of Hispanics have been identified. As a result of the changing consumer environment, the preferences and likes of most of the Hispanics have changed (Parangimalil 420-425). Now, most of the Hispanics prefer English language over Spanish. Use of social media sites have also increased. The overall Hispanic viewership is increasing at a fast phase. Consumers are flooded with options ranging from consumer search to trials and shopping experiences (Danaher and Rossiter 10-40). It has also been found that Hispanics are more attracted towards online shopping than other ethnic groups. The information present in this report confirms that today, media channels and programming need much more research and evaluation in order to tap the right customer segment for their markets (Croft 1-10). Conclusion The Hispanics population of United States has become the largest minority and important cultural group. At present, they hold an important share in consumer expenditures. As a result of the increasing educational advances, increasing percentage of Hispanics youth, high spending capacity, they are becoming one of the prominent growth drivers. In near future, they are set to become the next generation trendsetters in the market. Also, a growing number of Hispanics have adapted the culture of America. According to the reports in the study, a majority of Hispanic youngsters prefer being seen as Americans. Loyalty for America has been found more in newer generation compared to the previous generation. All these trends suggest that Hispanics are going to be the next big target for media and other communication channels. In the current report, various channels have been analyzed in order to find out the specific target of Hispanics. Few of the recommendations for these channels are as follows; NBC It is very clear that third generation Hispanics are growing at a steady pace. NBC is one of the well known entertainment and news channel in the world. The Channel is also known for blending local identity with national identity. Thus, apart from the third generation, NBC can also target first generation Hispanics by introducing channels especially for the older generation. In order to increase awareness among youth, NBC can introduce mobile applications with news, live videos and games telecast. The U.S. Hispanic dominated networks just include mun2 and Telemundo. NBC can include Hispanic networks in other channels in order to increase visibility and viewer base. In order to target specific segments, such as Hispanic youth and women, the channels can launch specific programs and game shows. Financially, targeting Hispanics will take a minimum of one fourth of the total advertising budget. FOX FOX is another well known sports channels. Looking at the increasing amount of Hispanics, the channel has also targeted Hispanics in order to increase their viewer base. By targeting the Hispanics, Fox will be able to bring them to their favorite games, leagues and players. In order to increase Hispanic viewership, the channel can introduce some local games originating in Latin America. Since it is a sports program, it has gained quick popularity among youth Hispanics. The channel can also target young women by introducing more women oriented sports. Apart from this, Fox can opt for bilingual channel including English and Spanish as target languages. ESPN In order to increase their viewership, ESPN can start a bilingual channel. The channel is already famous among Hispanics because of its Spanish football leagues. Sports analysis and strategy have seen a rise in past few years. Most of the young Americans have shown interest in these programs. ESPN can try to hire Spanish analyst and sports commentators in order to increase popularity among second generation as well as third generation Hispanics. In order to spread communication between different regions of America such as Latin and US, the sports channel can utilize social media such as Facebook and Twitter. Social media will also help in increasing the overall brand awareness and viewership among local Hispanics. The channel can also collaborate with health sector in order to increase overall brand awareness (Maurana and Rodney 40-49) CNN CNN is one of the few well known Spanish channel. The media has successfully focused on the Hispanics of America by providing news, entertainment specially catering to the Hispanic society. In order to cater the baby boomers or first generation, CNN should focus on a mix of brand websites as well as traditional media (Kaynak, Kucukemiroglu and Kanso 110-130). Brand websites will increase viewership and preference among Hispanics. The channel can include new Hispanic programs with innovative programming features like business news, personal finance, sports, health, entertainment and technological advancement. Introducing local Latvian new will also increase the overall viewership among Hispanics (Kalla 302-314). HBO In order to attract the first generation, HBO can introduce exclusive channel catering to the local preferences of the baby boomers. It can offer Hispanic viewers documentaries, cable movies, occasional concerts, comedy programs and telecast in Spanish. In order to tap the teenagers, the movie channel can introduce entertainment and fun based movies liked especially by teenagers. These movies can be aired during specific time when teenage viewership is highest (Cheskin Research 1-20). Also, to cater the third generation Hispanics, HBO should tap into social media such as Facebook and twitter by launching social campaigns. The channel can also establish two way communications by introducing feedback system in online media sites (Hakala and Vincze 439-451). MTR Tr3s The primary targets of MTV are viewers of the age group 12-24. Most of the programs and shows cater to the second and third generation Hispanics. In order to increase viewership, the channel can introduce live shows and exclusive programs. Apart from that, the channel can also use social media in order to share information about upcoming events. In order to increase visibility among young generation, the channel can also sponsor college events and other college festivals. CBS CBS is a family entertainment channel, catering to a broad range of customers. Since CBS had already tried and failed to cater into the Hispanic market, the channel can start by introducing bilingual television shows. This will help in evaluating the channel preference among Hispanic viewers (Beri 98-100). After the evaluation of bilingual television programs, the channel can further take actions in order to increase the viewer base. In order to check the efficiency of its current programming, the channel can take a customer feedback survey and find out the popularity of its current programes. Finally, it can be concluded that it is very important to evaluate and recognize the right vehicles for reaching the target group. Hispanics have become an important chunk of online and offline customers and soon there will be segregation among them also. Thus, tapping the purchasing behavior and preferences of the Hispanics are extremely important for the success of any marketing plan. Works Cited American Community Survey. Selected population profile in the United States—Hispanic or Latino. Washington, DC: U. S. Census Bureau, 2008. Print. Beebe, S. A. and M. V., Redmond. Interpersonal communication: Relating to others. Boston, MA: Pearson, 2005. Print. Beri, G.C. Marketing research. New Delhi: Tata McGraw-Hill Education, 2000. Print. Cheskin Research. Hispanic teens are the new avatars of cool. Redwood Shores, CA: Cheskin Research, 2006. Print. Croft, M. J. Market Segmentation: A Step-By-Step Guide to Profitable New Business. London: Routledge, 2000. Print. Danaher, Peter and John R. Rossiter. “Comparing perceptions of marketing communication channels.” European Journal of Marketing, 1.1 (2011): 6 – 42. Print. Hakala, Ulla, and Zsuzsanna Vincze. “Consumer-based brand equity and top-of-mind awareness: a cross-country analysis.” Journal of Product & Brand Management 21.6 (2012): 439 – 451. Print. Hofstede, Geert. Culture’s Consequences: Comparing Values, Behaviors, Institutions and Organizations across Nations. Thousand Oaks, CA: Sage, 2001. Print. Kalla, Hanna. “Integrated internal communications: a multidisciplinary perspective.” Corporate Communications: An International Journal 10.4 (2005): 302 – 314. Print. Kaynak, Erdener, Orsay Kucukemiroglu and Ali Kanso. “Creating Effective Advertising Strategies in Developing Markets”, International Journal of Commerce and Management 6.3 (1996): 105 – 132. Print. Maurana, C.A. and M. M., Rodney. “Strategies for developing a successful community health advocate program.” Family and Community Health, 23.1(2000): 40-49. Parangimalil, G. J. “Latino health in the new millennium: The need for a culture-centered approach.” Sociological Spectrum, 21.1(2001): 423-429. Read More