By popular demand, the agenda for the March 21 Multicultural Media for Multicultural America Forum at New York’s Marriott Marquis has been extended to include lunch and a performance by Sony Music Latin Artist Beatriz Luengo.

Luengo’s performance at the Multicultural Media Forum is presented by Sony Pictures Television Networks. The New York Times hailed the Latin artist’s recently released album Bela y Sus Moskitas Muertas as “a whimsical and sensual mix of soft reggae-minded rock.” The album’s first single Como Tú No Hay 2 reached the top of radio charts in the US, Spain, and Argentina.

The Multicultural Media Forum has been a marquee event on the media industry calendar for 12 years. It is a research and strategy-driven event where thought leaders from major media brands, advertising agencies and the research community share actionable insights about multicultural programming, marketing, distribution and advertising. The Forum attracts an audience of over 300 media and advertising industry executives and the press.

The Forum is a venue for leading research firm Horowitz Associates to release their latest research insights on Hispanic and multicultural consumers. This year’s presentation will include quantitative data from the just-released 2012 State of Cable and Digital Media Multicultural study, enriched by qualitative insights from Viewing the Viewer, a new in-home videography study, and an 8-week online research community of multicultural consumers. For more about the research, visit: www.multiculturalmediaforum.com/presentation.

In addition to the research presentation, the day’s agenda includes a keynote address from Manuel Abud, President of Telemundo Station Group; the Programming Showcase, presented by Melvin Perez, President of MGM Networks Latin America LLC; and three panels of top executives from Comcast, Charter Communications, Verizon FiOS, ESPN, Viacom Media Networks, Blue Ocean Network, Asia TV, the AARP, Cricket Communications, and Fearless Multicultural, among others. Just added to the agenda is a panel of top advertising agency strategy and creative executives moderated by Liz Sarachek Blacker, Chief Revenue Officer for Terra USA. To close out the day, TV5MONDE will raffle off a trip for 2 to Paris for attendees. View the full agenda at www.multiculturalmediaforum.com .

Seating is limited and the event promises to sell out. Pre-registration is strongly recommended. To register or for information, visit: www.multiculturalmediaforum.com or contact Stephanie Wong, (914) 834-5999, stephaniew@horowitzassociates.com.

February 23, 2012, New York, NY – Manuel Abud, President of Telemundo Station Group, will deliver the keynote address at the 12^th Annual Multicultural Media for Multicultural America Forum on March 21, 2012 at New York’s Marriott Marquis.

The Forum’s theme this year is “The Power of Community”: how the concept of community impacts programming, marketing, and advertising geared toward America’s new multicultural audiences—the new “general market.”

Veteran Telemundo exec Abud will discuss the network’s commitment to developing compelling content not only at the national, but also at the local level—a strategy that simultaneously empowers Latino communities and strengthens Telemundo’s ties at the community level.

Other confirmed speakers include Tim Boell, Group Head of Distribution, Asia TV USA; Jorge Consuegra, Principal of Fearless Multicultural; Lorraine Cortés-Vázquez, EVP, Multicultural Markets & Engagement, AARP; Todd Cunningham, SVP, Strategic Insights and Research, Viacom Media Networks; Ed Gordon, Senior Director, Distribution and Audience Research, ESPN; Dr. Justin Ku, Co-Founder & Chairman, Blue Ocean Network; Rubén Mendiola, the recently-appointed VP & General Manager of Multicultural Video Services for Comcast; Melvin Perez, President of MGM Networks Latin America; David Saldarriaga, Director, Marketing & Sales, Charter; Jaime Vasquez, VP, Consumer Marketing, Cricket Communications; and Michelle Webb, Executive Director, Content Acquisition & Programming, Verizon FiOS.

Adriana Waterston, VP, Marketing and Business Development at Horowitz Associates, Inc. will present findings from three studies including the brand-new Viewing the Viewer: A Videography of TV Households.  The study reveals shifts in media consumption as traditional TVs get bigger and smarter, while alternative and mobile platforms provide expanded opportunities to watch and interact with content.  Two key segments of viewers emerge—“Curators” and “Spectators.”

“Spectators are traditionalists,” explains Waterston.  “They still enjoy the ‘lean-back’ TV experience.  They may have shows that are favorites, but will often just watch whatever is on.  Despite the hype about cord-cutting, there are still many spectators out there.

“Curators curate their own personalized TV experience using the DVR, VOD, and new alternative platforms.  Because their favorite content is always available, they can filter out what’s less desirable.  This, in turn, makes curators more invested than ever in their favorite television brands.”

For more about the research, visit: www.multiculturalmediaforum.com/presentation.

To register or for information, visit: www.multiculturalmediaforum.com or contact Stephanie Wong, (914) 834-5999, stephaniew@horowitzassociates.com.   Through February 24, the early bird registration rate is $249.

January 30, 2012, New York, NY – NBC Universal, Telemundo, mun2, Comcast, ESPN, Imagina U.S., History en Español, Ella/MGM Networks Latin America, and French broadcaster TV5MONDE are among the media companies that will be represented at the 12th Annual Multicultural Media for Multicultural America Forum on March 21, 2012 at the Marriott Marquis Hotel in New York City.

For over 10 years, the Forum has attracted an audience of about 300 executives in television programming and distribution, marketing and advertising, and technology, as well as advertisers and the trade press. Among the confirmed panelists are Barry Blyn, Vice President of Consumer Insights at ESPN and Rubén Mendiola, the recently-appointed VP & General Manager of Multicultural Video Services for Comcast. Melvin Perez, President of MGM Networks Latin America, will showcase Ella, the new Spanish-language network targeting U.S. Latinas with lifestyle and entertainment programming. Veteran marketer Jorge Consuegra, Principal of Fearless Multicultural, will moderate one of the morning’s two panels.

Adriana Waterston, Vice President, Marketing & Business Development at Horowitz Associates, will present findings from three Horowitz studies to give attendees a comprehensive, 360° view of multicultural, multiplatform consumers: Viewing the Viewer, an in-home videography of multicultural households; State of Cable and Digital Media: Multicultural Edition, a quantitative survey of multicultural consumers across America; and the Consumer Voice Community, an 8-week online research community focused on the media lifestyles of America’s multicultural consumers and how they are adopting to a rapidly changing media world.

“Today, it’s crucial to have your finger on the pulse of what consumers have and what they do with their media tools,” notes Waterston. “The survey data will give our audience the hard numbers. Qualitative insights from the online research community and in-home videographies will provide context, bringing these data to life.”

The online research community platform is being provided by Ramius Corporation; for the 8 weeks prior to the event, registrants will be able to log in and follow the community in real-time. For more about the studies, please visit: www.multiculturalmediaforum.com/presentation.

For a preview of Viewing the Viewer, please see below:

To register or for information, visit: www.multiculturalmediaforum.com or contact Stephanie Wong, (914) 834-5999, stephaniew@horowitzassociates.com.

Through February 17, the early bird registration rate is $249.

A limited number of speaking and sponsorship slots are still available. Contact Manny Ballestero at mballestero@hispanicad.com for sponsorship information.

New York—A record number of over 300 attended the 11th Annual Multicultural Media for Multicultural America Forum last Wednesday, March 16 in New York. The Forum, hosted by market research company Horowitz Associates, featured advertising, pay TV, and programming executives who gathered to discuss strategies for reaching and servicing multicultural consumers across new media platforms, including digital TV, broadband, and mobile.

Recently-released data from Census 2010 served as a catalyst for the discussions, with a number of speakers noting that mainstream media companies and advertisers that to date had not launched a Hispanic or multicultural strategy would be hard-pressed to ignore the enormous and growing power of multicultural America.

Adriana Waterston, Vice President of Business Development for Horowitz Associates noted, “Census 2010…is a game-changer. No matter where you are, no matter what market you serve, not having a multicultural strategy is simply not an option.” Waterston pointed out that Telemundo’s La Reina del Sur telenovela outperformed Univision, CBS, ABC and NBC in Tuesday night ratings the week prior to the event, suggesting, according to Waterston, that “what we are used to thinking about as ‘mainstream’ content will need to evolve to reflect the new demographic reality.”

Diana Mogollón, General Manager of mun2, and Glen Enoch, VP of Integrated Media Research at ESPN keynoted the event. In an interview by Multichannel News Editor-in-Chief Mark Robichaux, Ms. Mogollón discussed mun2′s unique strategy targeting bicultural Latinos with bilingual programming across multiple platforms. She explained mun2′s goal to be culturally relevant while language agnostic, and how the network’s presence across multiple platforms is key to their success, providing the network’s young, Latino audience the ability to be “completely connected” and interactively engaged.

EPSN’s Enoch delivered a compelling presentation on the sports programmer’s research on attitudes and behaviors of sports fans by ethnicity, highlighting important differences among Hispanic, Black, and White consumers in terms of not only what sports are consumed, but to what degree and on what platforms. Enoch pointed out that in a multiplatform environment, “sports fans will use the best available screen to view content.”

Two separate panel discussions were convened, one focused on programming moderated by Clayton Banks, CEO of EmberMedia, the other on advertising moderated by Joseph Schramm, Managing Partner of Schramm Marketing Group. Panelists included Gloria Constanza, Partner, Chief Contact Strategist, d expósito & Partners; Saul Gitlin, EVP, Strategic Services, Kang & Lee; Alain Groenendaal, President/CEO, Wing; Jaideep Janakiram, VP, International Business – Head of North America, Sony Entertainment Television, Asia; Joe Lawson, Director of Content Strategy & Acquisition, Verizon FiOS Content Team; Tom Maney, SVP, Advertising Sales, Fox Hispanic Media Group; Rafe Oller,SVP, Marketing, nuvoTV; Philip Polk, Director, Segmentation Marketing, Cox Communications; Curtis Symonds, CEO, HBCU Network; and Emma Vélez-López, Director, Acquisition Marketing, DIRECTV Más.

The forum was produced by Schramm Marketing Group. Clips from the Forum and other content will be available soon at www.multiculturalmediaforum.com.

ESPN Researcher Glenn Enoch to Present Keynote at 11^th Annual Horowitz Multicultural Media Forum Wednesday, March 16, at Roosevelt Hotel in NYC

ESPN Study Combined with Horowitz Findings Enhances Research Data Presented at Annual Conference

Forum has Become Signature Event About Research, Programming and Advertising to Multicultural Audiences

(New York, NY.)  ESPN’s Vice President of Integrated Media Research, Glenn Enoch, will share insights about the multicultural sports fan gleaned from the company’s industry-leading, cross-platform research initiative, ESPN XP, at the upcoming 11^th annual Horowitz Multicultural Media Forum on March 16.  Mr. Enoch’s presentation will provide perspective on cross-platform media consumption in a multicultural context.

The March 16 event will be held at the Roosevelt Hotel, on 45^th Street and Madison Avenue in New York City.

“Glenn’s presentation promises to be exciting and extremely relevant to our attendees.  The ESPN XP Research program takes audience measurement to the next level in today’s multiplatform media environment—a hot topic of crucial importance for advertisers, programmers, and all of us in the media industry,” said Howard Horowitz, President of Horowitz Associates.

The Forum has become the signature event where programmers, advertisers, agencies, and pay TV companies discuss strategies for capturing and retaining audiences and subscribers in multicultural America.

In addition to the ESPN research presentation, attendees get exclusive access to Horowitz Associates’ latest research on how multicultural consumers are viewing content on TV, online, and on alternative platforms, and will hear from key advertising, programming, and marketing executives on the implications of cross-platform media usage on the business of multicultural media.

For the past ten years, the Forum has attracted over 300 attendees from the pay TV industry, programmers, production companies, advertisers, agencies and the financial community. It is the venue for getting the latest research on the attitudes and behaviors of multicultural audiences especially as it applies to pay TV, broadband, and mobile platforms.

The Forum starts at 8 a.m. with registration and a continental breakfast; opening remarks are at 8:45 a.m. In addition to the research presentations, there will be two Keynote presentations, two panels featuring top programming, marketing and advertising executives, a Programming Showcase and various networking opportunities. The event concludes at 1 p.m.

The Forum is presented by Horowitz Associates, a leading research firm with particular expertise in research among Hispanic, multicultural, and global audiences, and is produced by the Schramm Marketing Group.  Schramm also produces other major industry events including the Hispanic Television Summit, The Video on Demand Summit and The OnScreen Media Summit for leading industry publications Multichannel News and Broadcasting & Cable, among others. Creative assistance for the Forum is provided by Ember Media.

To register, please visit: www.multiculturalmediaforum.com or contact Stephanie Wong, (914) 834-5999, stephaniew@horowitzassociates.com

For sponsorship, speaking opportunities or additional information, contact the Schramm Marketing Group, 212-983-0219, reli@schrammnyc.com

To learn more about Horowitz Associates, Inc. market research and consulting, please visit www.horowitzassociates.com