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- 09/16/99
Latinos Give Hollywood the Brown Eye
Media Group Opts for Constructive
Deconstruction
By Victor Payan
Pocho Medias Watcher
Hollywood - Following the success of last month's nationwide television
Brown Out, the National Ad Hoc Hispanic Media Collective announced that
it will call for a more constructive boycott strategy called the Brown
Eye, whereby US Hispanics will join forces to support programs which feature
Latino castmembers, such as "Nash Bridges," "El Super Bla
Blazo" and reruns of "NYPD Blue," thereby boosting ratings
for Latino-friendly programs.
"When we give the networks the Brown Eye," says Les Stamos-Malojando,spokesperson
for the NAHHMC, "the message will be clear. We are certain that if
this strategy worked for Jesse 'The Body' Ventura in Minnesota, then maybe
it will work for 'Reyes y Rey' in Hollywood. Our new campaign is called
'Su remoto es su voto.'"
Nely Chale, a leading industry outsider agrees. "We need to show that
US Latinos are an economic force to be reckoned with. If the market won't
come to Moclavio, Moclavio must come to the market."
"If we hold firmly to this constructive strategy, advertisers will
come to us," says media consultant Bessie Mae Kuhlo. "We see
it with beer ads already. Believe me, Hollywood will take note if Nescafe
begins to outsell Folgers, Ariel begins to outsell Tide and Pan Bimbo replaces
Wonder Bread as the white bread of choice for white-bred Latinos. When
we replace Mrs. Olsen with Mrs. Olguin, Hollywood will come to us. They'll
come, and they'll stay for dinner and they'll help with thedishes, because
everyone knows Latinos are a very product-loyal people."
Several networks have announced plans to introduce new Latino-orientedprograms
in the Fall 2000 schedule. UPN will offer a spinoff of itspopular program
"Moesha" to be called "Mexica,"about a militant college
coed from Boyle Heights.
The Public Broadcasting Service has announced that it will air a special
25th anniversary presentation of the 1975 BBC comedy "Are You Being
Underserved?", a witty behind-the-scenes look at the making of the
children's program "Villa Alegre." "Are You Being Underserved?"
stars Benny Hill as Moctesuma Esparza and features members of the Royal
Shakespeare Company as Latino pre-school children.
HBO also announced that it will unveil a gritty Latino-themed prisondrama
similar to its critically- acclaimed "OZ" series. The program,which
an HBO press release describes as "a cross between 'American Me'and
'The Bird Cage,'" will be called "Carnál Knowledge."
According to Ben Dido, the director of HBO's Token Hispanic Marketing Division,
"HBO cannot afford to ignore the fact that Latinos watch a lot of
tv. When you look at the numbers, the lack of afterschool programs, the
dropout rate and the growth of the corrections industry, it would be economically
unwise to ignore a captive audience of this magnitude."
© 1999 Victor Payan.
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