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.

We are also pleased to welcome new sponsors, Ramius Corporation and Ella.

Join these top media companies and show your commitment to multicultural programming with a sponsorship. Sponsorship and speaking opportunities still available. Learn about our sponsorship options here: http://www.multiculturalmediaforum.com/KeyReasonsToSponsor.pdf

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 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