Fox News Wants a Bigger Hispanic AudiencePosted: February 12, 2013
Fox News Spanish network, MundoFox, hopes to increase their viewers by adding more Spanish language local programming to a greater bilingual Spanish demographic.
President of the Fox News Channel, Roger Ailes, considers featuring more local Spanish programming as a “tremendous business oppurtunity.” More and more of the United States Hispanic population are tuning in for local Spanish programs, making it visible for TV networks to see how this growing audience is becoming more profitable. MundoFox is hoping to compete with the likes of Univision and Telemundo, who dates back to 50 years of serving the Hispanic community. How is MundoFox, a station that was launched in August 2012, plan to go up against broadcast networks that are rank no. 1 and 2 in their viewing auience, the answer–robbing Univision and Telemundo of their viewers.
Fox News knows that they are new to the Spanish language programming game and are pulling out all the stops when it comes to getting those high numbers, currently their Hispanic viewers during prime time average less than 100,000 according to Nielson. Ailes plans to make the station more Hispanic-friendly by giving a softer side of republican views, and putting political issues such as immigration on defensive by seeing it as sovereignty on the path to citizenship.
Here is a broadcast network that is known to be harsh and blunt when it comes to the messages conveyed about immigration on television. Fox News has their work cut out for them if they want to be seen as a trusting network to Hispanic viwers. Their Fox News Latino website launched in 2010, was a good start in bringing in Hispanic traffic to the site; Hispanics spend 68 percent more time watching video on the Internet compared to non-Hispanics. Fox News Latino is making it their mission to aware Latinos that they are a part of America’s framework.
Hispanics have access to media just as much as non-Hispanic whites and account for one-sixth of the U.S. population; by year 2050, one in three Americans will be Hispanic. Even though media outlets can capitalize on the growing number of the Hispanic population, these are people and their role in the U.S. is just as important as native citizens. Hispanics need to have just as much as Spanish television programming that caters to their cultural needs as English programming. Hopefully Fox News and other newcomers can erase the media border between Spanish and English programming.
What is your view on Fox News; do you find that it is a republican-charged network that has enticed their audience to be discrimatory and prejudice towards immigration? Is there an equal balance of Spanish programming for the U.S. Hispanic community, why or why not? Is it going to take more than a Latin based website and a few more stations from MundoFox to satisfy Hispanics needs? What other broadcast networks besides Fox News needs to be more open to minorities?