Multicultural TV: Programmers Vary Approaches to Targeting Content

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One size, increasingly, does not fit all in the pursuit of multicultural TV audiences. That was one major takeaway from the programming panel “The Latest Business Benefits for Multicultural TV Content” at the recent Multicultural TV Summit.

A cross-section of industry pros serving the Asian, Hispanic and millennial audiences offered insights on their business strategies in a wide-ranging session moderated by Tom Umstead, programming and multimedia editor of Multichannel News. What emerged from the discussion was the sense of five unique sets of goals, all under the broader heading of multicultural content and all sharing many common themes. “It’s about the content but it’s also about adding layers of information about the content so that it connects,” explained Rebecca Simpson, director of international operations for Comcast, about her mission. “Content matters but also the way I can deliver it to people matters.” Sang Cho, president and CEO of Asian programmer Mnet, said advertisers “are starting to get it” but that “it’s tough when you’re dealing with the slippery animal known as the millennial.” Agreed Simpson, “It’s not just multicultural but multigenerational that’s the challenge.”


Multicultural TV: Programmers Vary Approaches to Targeting Content