Univision, Disney Look to Target English-Speaking Latinos

By Nadine Arroyo Rodriguez
February 08, 2012

The plan is to launch the 24-hour news channel by the November 2012 presidential election. Media experts say the target audience would be second and third generation Hispanics, whose primary language is English. Latino Marketing strategist Claudia Goffan says Univision and Disney are onto something that’s never been done before. But -she cautions on the type of format they’ll build. “This is a very large demographic. And they’re saying we’re gonna do a 24-hour news to English dominant Latinos,” says Goffan. “Latino needs much more than that to be engaged into watching in this channel.”

Observers say part of the format would include political coverage targeting Latinos. That voting bloc is considered influential, especially in swing states in the Southwest with growing Latino populations.