My Two Census

Formerly the non-partisan watchdog of the 2010 US Census, and currently an opinion blog that covers all things political, media, foreign policy, globalization, and culture…but sometimes returning to its census/demographics roots.

Posts Tagged ‘Telemundo’

Poll finds that Hispanics lack knowledge about census

Friday, January 29th, 2010

A recent Pew survey found that the Census Bureau has a ways to go in educating the public about the census, and new data from Ipsos and Telemundo shows that the problem is particularly acute among Hispanics.

AdWeek has more on the new survey:

The survey found that the proportion of those who have never heard of the Census is slightly higher among Hispanics than it is among the U.S. population at large (18 percent vs. 11 percent). And the proportion of those who have heard of it but know nothing more about it is also higher among Hispanics than it is among the total U.S. population (31 percent vs. 23 percent).

The survey found that only half of Hispanics know either “a little” or “a lot” about the Census (52 percent), compared with two-thirds among the U.S. public at large (65 percent).

That said, most of the Hispanics polled indicated they believed the Census was important, with 84 percent agreeing that they and their families intend to be counted.

Lookout on Capitol Hill tonight…

Wednesday, December 9th, 2009

The following report comes from the Wall Street Journal: A joint town hall hosted by the GE Hispanic Forum and Telemundo takes place this evening on Capitol Hill where a discussion will be held on the impact of the 2010 Census on Hispanics as well as a Telemundo-sponsored effort, Hazte Contar! (Be Counted!), to increase awareness among Hispanics about participating in the once-a-decade count. There will also be a reception recognizing a bipartisan group of Hispanic lawmakers.

Telemundo to Include 2010 Census Storyline in Telenovela

Monday, September 21st, 2009


Telemundo to Include 2010 Census Storyline in Telenovela

What:         As part of Telemundo’s partnership with the 2010 Census, the Hispanic television network has written a census storyline into their popular telenovela “Más Sabe El Diablo.” Media are invited to attend a question-and-answer session about the census storyline and the 2010 Censuspartnership.

When: Tuesday, Sept. 22, 9 – 10 a.m. (EDT)

Who: Dr. Robert M. Groves, director, U.S. Census Bureau
Don Browne, president, Telemundo
Michelle Vargas, Telemundo actress portraying “Perla Beltrán”

Art Mirrors Life at Telemundo

Tuesday, May 19th, 2009

Attention Census Bureau employees: Get your Tivos ready, because if you speak Spanish, you may soon find a character on television whom you can relate to.  As The New York Times reports, the joys and pains of working for the Census Bureau will be chronicled from the perspective of a character on the Spanish-language telenovela “Mas Sabe el Diablo” who works for the 2010 Census. Here’s the full story:

Upfronts: Telemundo Talks Up Branded Entertainment

Executives of Telemundo, specializing in Spanish-language programming, gave an upbeat presentation on Monday morning to kick off the 2009-10 upfront week.

Although “this is a challenging time for everybody,” acknowledged Don Browne, president at Telemundo, part of the NBC Universal unit of General Electric, “it’s a good time to be in the Hispanic media business, because it’s growing, and it’s growing fast.”

The Telemundo presentation was focused on the advantage that its flagship Telemundo broadcast network has over its larger rival, the Univision network owned by Univision Communications. Telemundo carries programs that are produced for Telemundo, while Univision carries programs produced overseas, by the Mexican TV giant Televisa.

“We offer the best value proposition,” said Michael Rodriguez, senior vice president for sales at Telemundo, because advertisers can arrange for their products and brands to be integrated into Telemundo programs as they are produced. He gave examples like the Chevrolet Malibu sold by General Motors and the Pantene line of hair-care products sold by Procter & Gamble.

A major integration coming up on a Telemundo show is not a paid placement for an advertiser. Beginning next Monday on the telenovela “Mas Sabe el Diablo,” loosely translated as “The Devil Knows More,” “we are going to write in a Census theme and character,” Mr. Browne said. “The character will actually work for the Census Bureau.”

The federal government will get the freebie plugs for the 2010 Census because “it’s part of our Constitution,” Mr. Browne said, “and it should be done correctly.”

“It’s also good for business,” he added, referring to the fact that the results of the 2000 Census, which showed significant growth for the Hispanic population, fueled significant growth in advertising sales for the Spanish-language TV networks.

The presentation was an informal one, because Telemundo discontinued its big upfront week shows after May 2007.

Among the new series described to reporters for the 2009-10 season was “El Clon,” or “The Clone,” which was appropriate because other shows came across as clones of popular English-language content. Among them are “Perro Amor,” which evoked the movie “Cruel Intentions,” and “Ninos Ricos, Pobres Padres,” which evoked the CW TV series “Gossip Girl.”

Telemundo & the 2010 Census

Friday, May 8th, 2009

If you thought that murder, rape, and drug abuse were the best stories to propel the plots of soap operas, think again, as these days it’s the 2010 Census that will keep telenovela audiences coming back for more:

Laura Martínez — Multichannel News, 2/18/2009 1:53:13 PM MT

When Spanish-language TV viewers tune in this spring for their daily fix of drama, their Telemundo telenovela will feature a tale of betrayal, passion, love — and Census awareness.

Starting April 1, Telemundo will kick off a company wide campaign to raise awareness among Spanish speaking Latinos about the upcoming 2010 Census and the importance of their participation in the process. Aptly named “¡Hazte contar!” (Be Counted!) the initiative will encompass all of Telemundo’s properties and is expected to last for one full year.

In addition to incorporating the Census theme into the storyline of its original telenovelas, Telemundo’s campaign is expected to encompass all of its properties across its broadcast, cable and digital platforms, as the company plans to reach not only the older, Spanish dominant viewers, but also the younger generations watching mun2 online and on the Web.

The idea, said Telemundo president Don Browne, is simple: “Our mission as a Hispanic media outlet is to inform, empower and inspire our audience,” Browne said in a recent interview. “And we cannot afford for our audience not to be ready for the [2010] Census.”

An important aspect of the Census awareness campaign touches on the scores of undocumented immigrants, who historically have been afraid of participating, fearing the census workers would turn them in if their migratory status isn’t clear. “There is certain fear that participating that giving information could be detrimental to their status,” said Browne. “But the idea here is that people don’t fear this process. It’s not a time to be invisible; it’s a time to be counted.”

There is a lot at stake. According to the Census Bureau’s 2007 American Community Survey, 45.5 million or 15.1% of the U.S. population is Hispanic, making it the largest and fastest growing ethnic group in the U.S. Based on population estimates, it is expected that between 2010 and 2050 the U.S. Hispanic population will triple, resulting in one in three people in the U.S. being of Hispanic origin.

But the Census is only the latest in a series of community-awareness topics that Telemundo has incorporated in its telenovelas. These include construction safety, diabetes, breast cancer awareness and citizenship awareness. In 2008 the network was recognized by the Hollywood, Health & Society for the construction safety-themed telenovela Pecados Ajenos (The Sins of Others) whose drama touched on the perils of construction work.