Thursday, April 4, 2013
Tuesday, November 17, 2009
TV Execs Agree On Urgent Need For Online Model
TV Execs Agree On Urgent Need For Online Model:
"One size does not fit all was the message from executives discussing the futu..."
"One size does not fit all was the message from executives discussing the futu..."
Tuesday, October 20, 2009
Tuesday, September 8, 2009
13th Los Angeles Latino International Film Festival
13TH LOS ANGELES LATINO INTERNATIONAL FILM FESTIVAL
(LALIFF)
Sunday, October 11 – Friday, October 16, 2009
Mann Chinese 6 Cinemas • Hollywood
Celebrating the Diversity & Richness of Latino Cinema in Hollywood
Hollywood rolls out the red carpet for the best Latino Cinema from around the world for the 13th Los Angeles Latino International Film Festival (LALIFF). The festival will run from Sunday, October 11 through Friday, October 16, 2009 at the Mann Chinese 6 Cinemas, in the heart of the entertainment capital.
LALIFF, co-founded by Oscar® nominated & Golden Globe and Emmy winner actor, director, and activist Edward James Olmos, celebrates the diversity and richness of the best of emerging and established Latino talent in cinema. The festival’s mission is to support and promote the development and exhibition of the work by Latino filmmakers including producers, directors, writers and actors, as well as movies that depict Latino culture.
Since its inception in 1997, LALIFF has grown to become an internationally renowned festival that attracts and unites film enthusiasts from a culturally diverse audience from the Los Angeles community, as well as industry executives and Hollywood celebrities. Through the years, LALIFF has hosted the premieres of hundreds of Latino films, many of which have followed their world premieres at the prestigious Montreal, Toronto, Venice and San Sebastian film festivals.
The Academy of Motion Picture, Arts and Science validates the festival’s films excellence by recognizing LALIFF as a qualifying festival for the Academy’s Short Film Category for the Oscar® race. LALIFF and the Academy’s Film Archive have also established the LALIFF Collection where Latino films are preserved and available for free viewing to the public.
LALIFF 2009 will presents feature films, documentaries, shorts and special screenings. In addition, filmmakers and the public will be able to participate in workshops presented by the Writers Guild and Directors Guilds of America as well as musical and arts events.
For the third consecutive year, the festival will kick off with the Opening Night and GABI Award Presentation & Gala at most famous theatre in the world, the Grauman’s Chinese Theatre located at 6925 Hollywood Blvd., Hollywood, CA 90028 to take place on Sunday, October 11. Festival screenings will take place Monday, October 12 through Thursday, October 15 at the Mann Chinese 6 Cinemas, 6801 Hollywood Blvd. Hollywood, CA 90028. The Closing Night and the Award Ceremony & Gala will take place on Friday, October 16 at Paramount Theatre at the Paramount Studio Lot, 5555 Melrose Avenue, Hollywood, CA 90038. For more information on LALIFF 2009 screenings and events, please visit: www.latinofilm.org.
About LALIFF:
The Los Angeles Latino International Film Festival (LALIFF) was founded in 1997 by producer, director, actor and activist Edward James Olmos; independent producer Marlene Dermer, and independent film and music producer George Hernández†. LALIFF is a non-profit 501c (3) organization with the mission to support the development and exhibition of diverse visions by Latino filmmakers and to promote awareness of the richness and diversity of Latin cultures, artistry and countries through film, the most powerful medium in the world. A competitive festival with prizes, LALIFF serves as a venue where Latino filmmakers come together with industry buyers and distributors. LALIFF also offers industry workshops, panels, labs, networking receptions, educational programs, and hosts some of the best Galas in tinseltown.
Rethink The Market
This article from Gavin Johnston at Media Post brings the view of an anthropologist that recognizes the fluidity of the Hispanic market. No doubts that as Hispanics reach critical mass, it influence politics, cuisine, entertainment and other elements of American culture.
For marketers, 45 million Hispanics can be the life saver for a brand that appeals to the segment or it can contribute to that 5% annual growth in revenue or market share. However, he also brings up a key point: the Hispanic market is unique and it is that uniqueness what requires a multi platform approach. Based on the profile of your key target, that mix will change. Read his article bellow:
Rethink The Market
by Gavin Johnston, Thursday, August 27, 2009, 9:48 AM
In the last few years, we have witnessed growth in Hispanic marketing. This is sometimes a well-developed plan and, at other times, it is something of a short-sighted one. In both cases, however, the definition of the Hispanic customer is often one dimensional.
Even as we’ve witnessed the growth in interest on the part of marketers, we have also seen the Hispanic market rapidly maturing in multiple dimensions. Examples include a proliferation of ad campaigns targeting Spanish speakers and the continued growth of media sources geared toward consumption by the Hispanic market.
Interestingly, it is at the moment this market seems to have arrived that it is changing in ways that will again challenge businesses. It is precisely at the point where the Hispanic market has become large enough to warrant such interest that it is changing and becoming something altogether new.
The Emerging Biculturalism
Marketers obviously need to be well informed to successfully merchandise a brand to Hispanic consumers, but before they can take that step they must define what it is they mean by “Hispanic.” Identity and language are dynamic, and so how we perceive ourselves changes with our community at a given moment, allowing us multiple identities within a day.
The same can be said for a brand as people internalize it. One extremely difficult but fundamentally important piece of information is coming to an understanding that “Hispanic” is a loaded term and changes meaning frequently. Because ethnic identity is fluid, it means people work within a set of roles that are created in social interaction with other people. As people change, so does the meaning of “Hispanic.”
A great deal has been written about levels of acculturation and the ongoing shift from Hispanic and/or ethnic dominant cultural patterns to bicultural cultural patterns. Material is continually being written about how this shift will reshape key issues in marketing, the role of language, and the continuation of aspirational advertising.
There are, as might be expected, individuals and companies conducting research to dispel the fact that language use and language preferences are changing. Of course, they have a vested interest in promoting a Spanish-language focus. On the other side, there are those who embrace the notion that English is playing an increasing role in the lives of Hispanics.
Degrees of Language Loyalty
The reality is that increasingly, the norm lies somewhere in between and that there are varying degrees of language loyalty on any given day. Considering this segment is growing at twice the rate of other Hispanic segments, it is a significant issue. They have more disposable income, higher levels of education, and a greater influence on popular culture at large.
What this means for companies reaching out to Hispanics is that the would-be consumer target is in the process of becoming something entirely new. Targeting these evolving consumers will no doubt lead to increased awareness and profits, but understanding them, reaching them and deciding how they fit into a broader business strategy is decidedly complex and requires a subtle approach.
As the market matures and becomes a fixture of the larger American experience, the question is less about whether or not the Hispanic market is viable and a point of growth. Instead, it is about uncovering how we respond in the long term.
Inevitably, as companies increase their presence in the Hispanic market, they invariably change its nature and help create something new. It is the companies who can think creatively and act quickly that will succeed in this newly developing conversation and approach to understanding.
Nielsen Charts Increase In Hispanic TV Homes
The article bellow talks about Nielsen information and Hispanic TV homes. In traditional media, TV is holding up much better than other formats and this is true of Hispanic TV. Los Angeles is the largest market for Hispanic TV and if TV is working for you, leverage the TV format on the LA Metro buses and reach an additional 1.2 million people on a daily bases. From that total riders weekdays number, about 720,000 are Hispanic.
For disclosure, I am providing branded content and other made for TV programs to the Transit TV operators. If interested on more information, please leave a comment here.
Bellow is the MediaPost article on Hispanic TV homes.
The number of Hispanic TV homes continues to outpace the market overall.
The Nielsen Co. says Hispanic TV homes showed a 2.3% increase for the 2009-2010 TV season, to 12.95 million. Nielsen's overall projections are that the entire U.S. TV home population will grow 0.3% to 114.9 million, up from 114.5 million in the previous year.
African-American TV homes will be 14.0 million, a 0.3% rise over the season before. Asian TV homes will be at 4.78 million, a 0.8% gain.
In terms of total viewers, there will be a similar rise among all TV homes. Hispanic TV viewers will climb 2.4% to 44.3 million; African-American viewers will be at 37.5 million, a 1.3% gain; and Asian TV viewers will stay the same versus a year ago, at 14.5 million.
The two biggest Hispanic markets continue to be Los Angeles and New York: Los Angeles now with 1.87 million Hispanic homes and New York with 1.25 million. LA grew about 14,000 homes and New York about 9,000 homes year-to-year. The next-biggest market -- Miami-Fort Lauderdale -- is around half of New York's numbers, at 666,230 homes.
Overall, Nielsen projects that total TV viewers in the U.S. will increase slightly to 292 million for the 2009-2010 season.
Read the entire article: http://bit.ly/HispanicTV
Wednesday, August 12, 2009
The Triumvirate: TV, Online Video And Social Media
Old formulas need to be revised, books re-written, strategies re-thought and facts re-tested. In fact I was reading a marketing book that was 2 years old and its content does not apply any more.
I read an interview with Eisner, former head of Disney, and his message is clear: the CEO’s to Fortune 500 corporations do not have a clear answer nor can figure out a business model around the internet when it relates to content, programming and marketing. It is all up for grabs. What will be the next break away technology or company.
In the interim, I see some glimpses of strategies that are working or providing results to those who to dare to experiment and innovate. Bellow is an essay by Cory Treffiletti:
There are two primary schools of thought in online marketing (at least if you ask me, there are). Which do you subscribe to?
The first school of thought is “The Basics,” used by the folks who do search, affiliates and general display. They do it efficiently and it works well at achieving core business objectives, but there’s not a lot of risk and there’s not a lot of reward beyond the forecasted expectations. The second is what I lovingly refer to as “The Triumvirate,” and it refers to the domination of three primary vehicles that work exceptionally well when they are coordinated properly: TV, online video and social.
When properly planned, these three vehicles are powerful. TV is, and will be for the foreseeable future, the primary medium with which to generate consumer awareness, but online video and social media are becoming the primary outlet for consumer interaction and the strongest support vehicles that TV will ever have. According to a recent report from Nielsen (A2/M2 Three Screen Report, 1st Quarter 2009), there are 284 million people watching TV at home in the U.S., and 131 million people watching video online. The difference is that TV growth was only about 1.9% year over year, while online video growth was closer to 53% year over year. This becomes very interesting when you also realize that people are starting to watch more long-form video content online, moving away from the “snacking” that was the previously dominant form of online video interaction. If you couple this with the growth of social media usage from 2008-2009, you end up with a very interesting strategy for launching and seeding messaging to an audience that is highly engaged with a dynamic form of media that achieves the sight, sound and motion of video with the social and viral components of online.
For the Triumvirate to work strategically, you need to think of your messaging platform as a tripod, with TV, online video and social media as the legs. In the old days you could use TV alone to build your brand and convey your message, but TV is now just as cluttered an environment as the rest of the landscape, due to fragmentation of stations and audience. TV cannot sustain an ad campaign solo anymore, and the tripod cannot stand with only one or two of the legs in place; you need all three.
TV provides reach and impact. Online video provides additional reach, additional impact and a component of interactivity. Social media provides reach, frequency, and the implicit approval of other consumers who support and follow a brand, as well as another opportunity for syndicating a message beyond a Web site and into mobile platforms.
I would argue that in today’s environment brand marketers could effectively generate an audience using ONLY these tools and foregoing search, display and other formats altogether — if they have the nerve and the buy-in internally to give it a try.
The Triumvirate is the core of a strategy that can be effective, provided you have understanding of the audience and their motivations, and have developed creative that resonates with them. Unlike search and even display, creative MUST be on target here. In search and display, you have more flexibility to change messaging at the drop of a hat, so you have more forgiveness regarding the creative. Online video can be changed out, but once something is launched in the social media world, it can become viral — so it must be well-thought-out and on-target from the beginning. Once it’s out there, it’s no longer yours to control, so you need to get it right the first time! Of course, I would always recommend that you look at The Basics and The Triumvirate together as differing stages of the strategy, with one providing a baseline and the other providing opportunity for growth and expansion. When you’re planning a digital effort, you want to know what will work, and create a line item for what may provide extra “oomph” for your campaign. If you develop a plan that utilizes both of these in unison, you can get a stronger return for your marketing spend.
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