‘Winking at Hispanic’: Where Does TV’s New Fusion Channel Fit?
Posted in: UncategorizedThere are few parts of the media business growing as quickly as Hispanic media, which would seem to make Fusion, the cable news channel for millennials that begins transmitting tonight, a sure thing for co-founders Univision and Walt Disney Co. But as competitors add their own new channels variously focused on Hispanics, young people and news, where will Fusion fit?
The motivation to the network is clear: Hispanic media spending is growing faster than the general market, increasing 11% to $7.9 billion in 2012, according to Ad Age’s Hispanic Fact Pack. TV accounts for most of that spending, at $5.8 billion, but just $246 million goes to Hispanic cable TV networks.
Fusion seeks to change that ratio by targeting millennial Hispanics with hard news, news satire, sports and commentary in English. The vision for the channel has changed since it was first announced, moreover, to primarily go after young viewers with a nod to Hispanics, not an overwhelming focus.
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