A Latina Version of ‘The View’? English-language ¡HOLA L.A.! says Claro Que Yes!

Hollywood godmother to Latino filmmakers, publisher, actress, mentor. When it comes to Bel Hernandez Castillo, founder and publisher of Latin Heat Media, all of these terms fit the description for the radiant Latina behind Hollywood’s most authoritative trade about Latinos in the entertainment industry.
Two weeks ago, Hernandez Castillo received a major surprise when the prestigious NCLR Alma Awards publicly recognize Latin Heat for 20 years of publishing.
Tomorrow Hernandez Castillo embarks on a new journey as co-host, co-founder and co-executive producer of the L.A.-based show ¡HOLA L.A.! that is airing as a pilot on CBS-owned KCAL-TV, Ch. 9. “Hola L.A.”, the successor to Hernandez-Castillo’s Internet only show “Let’s Talk” which she has been producing since 2008, is what you get when “The View” meets Latino.
Hernandez Castillo says its about time Hispanics got their voices heard boldly about pop culture.


“We began our internet talk show because we were tired of being overlooked by the other English-language talk shows, where still there is not one Latina voice to be heard,” says Hernandez Castillo, “so we decided to produce it ourselves. We were lucky to get the attention of KCAL’s Olivia Campos-Bergeron and after two years of trying to work it out, it has happened! This is just the first milestone in the road. Now we need ratings!”


Read more at Hispanicize.com

Time Warner Cable Sports honored for its contribution to the Spanish-language television audience and community

Time Warner Cable Sports was honored by the City of Los Angeles today in light of what its new network, Time Warner Cable Deportes, will contribute to the Spanish-speaking television audience and community. Upon its debut on October 1, Time Warner Cable Deportes will be the first full-time Spanish-language regional sports network in the country. It will also be the first to cover the Los Angeles Lakers exclusively with original content created and produced for the Spanish-speaking community.

Los Angeles City Councilmen Ed P. Reyes and José Huizar presented the award to David Rone, Time Warner Cable Sports President earlier today. Rone was accompanied by Mark Shuken, Senior Vice President and General Manager of TWC Regional Sports Networks, and Pablo F. Urquiza, Vice President of Time Warner Cable Deportes.

“This is an important moment for our team who, in only a few days, will debut this nation’s first Spanish-language regional sports network,” said Rone. “We are grateful and humbled by this honor and the opportunity to give Hispanic fans in this region the teams they love, in a voice and language through which they can identify.”

“I am proud to welcome Time Warner Cable Sports to the Los Angeles City Council Chambers. While they have yet to launch their networks, they have already committed to be partners with the Latino community,” said Councilmember Reyes. “They have sent a loud and clear message of how much Time Warner Cable Sports values the Latino consumer and more importantly, the diversity that is Los Angeles. Our beloved Los Angeles Lakers could not have chosen more wisely.”

“By launching this country’s first Spanish-language regional sports network here in Southern California, Time Warner Cable Sports is putting its customers and the broader community in first place,” said Councilmember Huizar. “I am thrilled to know that children, youth, and families in our community will now be able to enjoy the Lakers in their language and like never before.”

Clorox announces “Sueña sin Limites” scholarship program, encouraging Hispanic moms and teens to dream big for a brighter future

TV Host Galilea Montijo and Award-Winning Motivational Speaker Pegine Echevarria, Partner with Clorox to Award $120,000 in Scholarships

 The Clorox Company, in partnership with the  Hispanic Scholarship Fund (HSF) has launched  “Sueña Sin Límites” (‘Dream Without Limits’), a program with a special mission: to offer scholarships to college-bound Hispanic high schoolers and to Hispanic moms whose plans for their own education were interrupted.  Beginning Sep. 22, 2012 through Dec. 21, 2012, the program will provide six mothers and six high school seniors planning to attend an accredited U.S. university during the 2013-2014 school year with a $10,000 scholarship to help them to advance their education.  To be considered for the scholarship, applicants must submit an essay detailing their life and academic goals, and their plans to achieve them by responding to the following questions:

  • What are your educational aspirations, what are your plans to reach them, and what support are you seeking to make them a reality?
  • How will this scholarship allow you to make your biggest dreams a reality, and how will your transformation allow you to give back to your family and community?

“Clorox is proud to partner, yet again, with the Hispanic Scholarship Fund to launch the ‘Sueña Sin Límites’ scholarship program,” said Jay Stilwell, Marketing Manager at The Clorox Company. “By awarding six $10,000 scholarships to moms who wish to continue their education and six $10,000 scholarships to high school seniors enrolling in university, our hope is to help them achieve the goals they’ve set for themselves, their families and their communities.”

“It is never too late to earn a college degree,” says Frank D. Alvarez, President and CEO of the Hispanic Scholarship Fund. “With this program, Clorox demonstrates our shared commitment to the success of Hispanic students and their families, and supports our goal of placing a college degree in every Latino household across America.”

Dreaming Big with Galilea Montijo and Pegine Echevarria

As part of the “Sueña Sin Límites” launch, “Pequeños Gigantes” (“Little Giants”) host Galilea Montijo, and award-winning motivational speaker Pegine Echevarria will participate in an HSF event at Miami Dade College on Sept. 22, 2012. During the event, Galilea Montijo will encourage Hispanic mothers and high school seniors to apply for one of the “Sueña Sin Límites” scholarships and host a meet and greet session.

“It’s very exciting to be part of the ‘Sueña Sin Límites’ program because it provides deserving Hispanic mothers and students with the opportunity to further their education and bring them closer to achieving their dreams, ” said Galilea Montijo. “I come from a modest family, yet by focusing on my education and believing in myself I have been able to bring many of my dreams to fruition. It is that shared spirit of ‘reaching beyond the stars’ and the belief that education is the key to a great future that makes me so proud to be able to partner with Clorox for this initiative.”

Additionally, award-winning motivational speaker Pegine Echevarria will share career advancement tips from her existing “I’ve Got the Power” program in two “Step for Success” HSF events in Miami and Los Angeles. As part of her participation, Pegine Echevarria will discuss her own life transformation from former gang member to college graduate and successful entrepreneur. Pegine’s motivational tips can be found on www.SueñaSinLimites.com.

Why ‘End of Watch’ May Start New Trend for Portrayal of Latinos in Hollywood (via Hispanicize.com)

BY MANNY RUIZ (@MannyRuiz)

“End of Watch”, the stirring buddy cop film starring Michael Peña and Jake Gyllenhaal as L.A. police officers Mike Zavala and Brian Taylor, enters its second week of release today atop the box office and with tremendous momentum.  Latino moviegoers accounted for more than 30 percent of the film’s haul last week and the film is winning rave reviews from both critics and Latinos alike for its double claim to fame: a great film that also happens to portray Latinos positively and accurately.

In the weeks and months ahead “End of Watch” is sure to be dissected and discussed as a possible Oscar contender but in the meantime we went behind the scenes to explore how this film got so much right from the bottom up.  Some of the answers will surprise you.

The Story

The first element the film got right is that it is a powerful story about friendship, family and sacrifice.   Universal themes with universal characters never hurts.

“Michael Peña plays a great character that Latinos can be proud of but none of that really matters if you don’t begin with a great story that’s also well produced,” said Ivette Rodriguez, CEO of American Entertainment Marketing (AEM) and the lead publicist for Hispanic outreach.  Writer/director David Ayer, who has some practice making films about cops (he wrote the highly acclaimed “Training Day”), has crafted an engaging story that is humorous, sentimental and dangerous all at once.

It’s also a film that took some risks such as the director’s use of first-person camera angles (even shotguns served as camera mounds).  At first the unique camera angles appear jarring to viewers but as the story unravels, the unique cameras prove masterful.  READ THE FULL STORY AT HISPANICIZE.COM HERE.

San Diego State University’s Sha Receives PRSA’s Outstanding Educator of the Year Award

The Public Relations Society of America (PRSA) has selected San Diego State University Associate Professor Bey-Ling Sha, Ph.D., APR, as its Outstanding Educator of the Year for 2012. The award honors a PRSA member who has made a significant contribution to the advancement of public relations education through college or university teaching.

Sha will receive her award at the PRSA 2012 International Conference in San Francisco, which runs from October 13 through 16.

“PRSA is honored to recognize Bey-Ling’s contributions to public relations education through our Outstanding Educator of the Year Award,” said PRSA chair and Chief Executive Officer, Gerard F. Corbett, APR, Fellow PRSA. “Our profession is fortunate to have such a dedicated educator and passionate communicator preparing the next generation of public relations practitioners for the journey that lies ahead.”

Sha has been teaching public relations full time for more than a decade. Prior to joining the faculty at San Diego State University, she held assistant and associate professorships at the University of Maryland and the American University of Paris. She received the Outstanding Faculty Award from San Diego State University in 2007 and from the University of Maryland in 2004.

Earlier in her career, Sha worked as a public affairs officer for the U.S. Census Bureau, where the campaign she directed for the 2000 U.S. census earned a 2001 PRSA Silver Anvil Award for excellence. She also has worked as a public relations consultant for clients such as Microsoft Corp., Perrier-Vittel, Premier Aircraft Sales and Father Joe’s Villages.

Sha is co-author with Glen Broom of the 11th edition of the best-selling textbook “Cutlip & Center’s Effective Public Relations” (Prentice Hall). She also has published scholarly articles in the Journal of Public Relations Research, Public Relations ReviewPublic Relations JournalJournalism and Mass Communication Quarterly and Journal of Promotion Management.

“There is no greater responsibility than shaping the minds of young public relations professionals through education,” said Sha. “Teaching students is tremendously rewarding in itself, and I am humbled and honored to accept the PRSA Outstanding Educator of the Year Award.”

Sha holds a Ph.D. in mass communication from the University of Maryland at College Park. She also has been Accredited in Public Relations (APR) by the Universal Accreditation Board.

Azteca America, Inc. Signs Long Term TV Measurement Contract With Rentrak

RENTRAK CORPORATION today announced a TV Essentials contract with Azteca America, Inc. Azteca America broadcasts unique and engaging content in 75 local markets as well as nationally with cable, satellite and telco providers.

“Rentrak’s granular and stable TV ratings information will allow us to determine the viewing behaviors of our consumers in all 210 media markets in order to better serve our viewers and to prove the true value of our engaged audience,” said Martin Breidsprecher, CEO at Azteca.

“Rentrak is honored to have been selected by Azteca America to provide TV ratings.  This continued adoption of Rentrak’s ratings information demonstrates the credibility, importance and knowledge our TV measurement provides in the marketplace,” said Chris Wilson president of National Television at Rentrak.

TV Essentials is Rentrak’s television ratings measurement service that provides daily measurement of all TV networks nationally and at a granular level for TV stations in all 210 media markets nationwide. The service incorporates information from over 20 million televisions and is the only fully integrated system of detailed satellite, telco and cable TV viewing data commercially available.

Miami’s GENTV Channel Relaunching in October

the Miami-based independent channel part of Caracol Television Group, the international television network — unveils a new programming schedule on Oct. 1 with locally produced newscasts, entertainment shows, telenovelas and other programs developed for South Florida’s diverse Latin American viewer.

Controversial and highly-regarded Emmy-award winning television newscaster, Maria Elvira Salazar will lead the lineup with Maria Elvira to air Monday – Friday, 8 to 9 p.m. ET. The Harvard-educated journalist will host the informative one-hour program and cover the latest headlines impacting politics and society on a local and global scale. Her incisive interviews will give current topics a unique perspective.

Veteran journalist and four-time Emmy-Award winner Ricardo Brown, alongside two-time Emmy nominated anchorwoman Andrea Linares, will report on the latest news and information with the utmost professionalism and experience, with two newscasts weekday evenings from 6 – 6:30 p.m. and a second one-hour newscast at 9 p.m.

In addition to a new brand image and tagline, La Diferencia Se Ve (See the Difference), GENTV will include locally produced shows featuring new television personalities, such as Alain Pupo, who uses his extraordinary talent to counsel celebrities and viewers alike. Alain, Una Mano Amiga (A friendly hand) will air Monday- Friday 7 to 8 p.m.

“Our new programming lineup of news, entertainment, blockbuster films and highly rated telenovelas from Latin America will attract younger viewers who seek relevant local shows with a strong Latin American connection,” said Roy Meyeringh, General Manager of WGEN-TV. “Our research shows a significant gap in relevant programming for this diverse Latin American viewer.”

GENTV also will premiere Mis Doctores, a daily show that covers a variety of health topics in a professional and friendly manner. Dr. Luis Moch, a surgeon, will be joined by three other medical professionals who will touch on different aspects of physical and mental health, daily well-being and sexuality.

GENTV will broadcast family-oriented programming, includes one of the most popular and successful children’s programs in Latin America – the Caracol produced Club 10. On Saturday and Sunday from 6:00 – 6:30 p.m., Channel 8 will air for the first time in the United States Popcorn TV, a family friendly video compilation show comprised of the best gags and clips seen on television. Weekends at 8:00 p.m. GENTV also will air CineMAS, an entertainment block of both Hollywood movies and Latin American films.

Another GENTV exclusive program is Show Business Extra where Gaby Acuna and Omar Nassar present the latest in news and gossip from the entertainment world, Red Insolita, that showcases the most extreme web videos covering a variety of topics and themes co-hosted by Jacqueline Arroyo and Rene Navarro, and La Dolce Vita, hosted by the charismatic Alexandra Rossi, who invites viewers to take a journey and explore the very best in travel and culture from around the world.

Three Brazilian telenovelas with all the drama, love and beauty that is expected in these highly acclaimed productions will premiere during weekdays Monday – Friday. Prueba de Amor will air from 3 to 4 p.m.; Salvaje from 5 to – 6 p.m. and the sizzling Pasiones Prohibidas from 10 to 11 p.m.

“The emphasis is on shows and stories that have real significance to Hispanics in South Florida,” Meyeringh said. “Regardless of Latin-American country of origin – GENTV programming recognizes the audience’s unique sensibilities and diverse points of view.”

The United States Hispanic Chamber of Commerce Names the Hispanic Businesswoman and Businessman for 2012

Award recipients recognized during the Hispanic Business Enterprises (HBE) Elite Luncheon at the 33rd USHCC Annual National Convention

The United States Hispanic Chamber of Commerce (USHCC) announced that The Alamo Travel Group’s Patricia Pliego Stout and Group O’s Gregg Ontiveros have been named the 2012 HBE Hispanic Businesswoman and Hispanic Businessman, respectively. The coveted ranking recognizes outstanding entrepreneurs for their contributions and leadership within the Hispanic business community.

The announcement was made during the HBE Elite Luncheon at the 33rd USHCC Annual National Convention in Los Angeles, CA.

“We are proud to recognize these Hispanic entrepreneurs who are a driving force of our nation’s economic development,” said Javier Palomarez, President and CEO of the USHCC. “This award underscores the importance of Hispanic businesswomen and businessmen not only within the Hispanic community but in the nation as a whole.”

2012 HBE Hispanic Businesswoman Patricia Pliego Stout, who celebrates 30 years in business this year, is the founder of The Alamo Travel Group (ATG). While she is committed to her business and to supporting the families of 69 employees, she also contributes her time and resources to other Hispanic entrepreneurs through her participation in organizations that support Hispanic businessmen and women.

“I am humbled by this award.  I believe my Abuelita put me on the road to success when she taught me the importance of wisely managing my resources,” expressed Stout.  “I benefitted greatly from her wisdom and teachings. I also thank God for the strength and courage he gave me to overcome challenges and obstacles throughout my life-long business journey!”

2012 HBE Hispanic Businessman Gregg Ontiveros, CEO of Group O, leads with a hands-on approach, remaining very involved in all facets of the company’s daily operations, including its choice of sponsorship, charitable contributions, and volunteer activities that have maximum impact in the community.

“Our commitment to diversity – through both procurement strategies and employment goals – is foundation of who we are, at all levels of our organization,” said Ontiveros. “Our diversity is fundamental to how we approach creating sustainable value for our clients.”

The Hispanic Businessman and Businesswoman of the Year were chosen from a list of exceptional applicants from across the country and selected by an independent judging panel.

Hispanic entrepreneurs are starting businesses at more than three times the national rate, and the number of Hispanic-owned businesses is expected to grow by 42 percent over the next six years.

Hispanic PR Blog, Produ and Hispanic Market Weekly Unite to Create Ambitious Marketing Agenda for Hispanicize 2013

In an unprecedented bid to bring unity to the Hispanic advertising, PR and social media industries, three of the nation’s top Latino marketing trade media journals – The Hispanic PR Blog, Produ and Hispanic Market Weekly – announced today that they are uniting to help create the marketing industry content of Hispanicize 2013.

Now in its fourth year April 9-13 in Miami Beach, Hispanicize 2013 (http://www.HispanicizeEvent.com) (#Hispz13) is the iconic annual event for Latino trendsetters and newsmakers in social media, journalism, advertising, PR, film, music and innovation.

“This is a partnership between friendly competitors who respect each other and who realize that together we can help elevate the industry to new heights,” said Manny Ruiz (@MannyRuiz), creative director of the Hispanicize event and co-publisher of the Hispanic PR Blog.  (See Hispanicize 2013 Preview Video here: http://bit.ly/hispz13Rising).

The trade media outlets will help create the marketing industry content for the event in close collaboration with the national advisory board of Hispanicize 2013 as well as leaders from the Hispanic Public Relations Association and the Public Relations Society of America.  (To submit your unique session idea for PR, advertising, social media, film or music visit http://www.hispanicizeevent.com/session-submission.html).

“Between our respective platforms and partners we have incredible content ideas and connections to make the marketing showcase of the event very special for brands, agency creatives and media buyers,” said Mara Fernandez, Marketing and Sales Director for Produ.com|Hispanic Publicidad.  The first trade media outlet in the market, Produ has been publishing U.S. Hispanic and Latin American news about advertising, media, public relations and telecommunications since 1989.

Hispanic Market Weekly (http://www.HispanicMarketWeekly.com), established in 1997 by longtime journalist and publisher Arturo Villar, is the publication of choice for corporate marketers, agencies and media professionals needing breaking news, research, insight, marketing profile data and analysis.

The Hispanic PR Blog (http://www.hispanicprblog.com), founded in July of 2009, is the nation’s most visited web site about news and insights regarding multicultural public relations and social media marketing.  In addition to its daily web site and newsletter, the Hispanic PR Blog enjoys a strong Twitter following @HispanicPR and its Facebook fan page.

Hispanic Student Enrollment Hits New Milestones, according to Pew Hispanic Center

In 2009, young Latinos told us that education is a crucial pathway to success (Tr3s Loteria Study) – and now, they are proving their dedication to this sentiment and becoming more educated than ever. Released last month, just before another school year began, a new Pew Hispanic Center study reported that the numbers of Hispanics enrolled in public schools have reached new highs and that Latinos are entering college in record numbers.
Here are some key findings from the report:

Latinos represent a larger share of public school students than ever.

Because the Hispanic population skews young, they represent a larger share of students in the younger grades – and as they get older, they’ll account for a larger share of the overall student population. In 2011, for the first time, 25% of public elementary school students were Hispanic – a milestone achieved among public kindergarten students in 2007 and public nursery school students in 2006. Hispanics also comprised 21% of public high school students in 2011. Among pre-K through 12th grade public school students in total, Hispanics were 24% of the population – up from 20% in 2005 and 17% in 2000. The U.S. Census Bureau projects that by 2036, Latinos will represent a third of U.S. children ages 3 to 17, so these shares are certain to grow in the coming years.

Today, there is a record number of 18- to 24-year-old Hispanics enrolled in college.

In 2011, there were 2.1 million Latino students ages 18-24 enrolled in college – up 15% from 2010. This was the second consecutive year of major year-to-year growth, following a 24% increase from 2009 to 2010. Last year, Hispanics became the largest minority group on college campuses in general – and this year, for the first time, they’re the largest minority at four-year colleges and universities specifically (13% share). They also reached a new milestone at two-year colleges, making up a quarter of 18- to 24-year-old students at these institutions. Since 1972, the Latino share of college students ages 18-24 has grown steadily, from 2.9% to 16.5%. From 2006 to 2011 alone, that share increased nearly 50% (from 11% to 16.5%).

Latino college enrollment is up largely because of two factors: the population is growing and more students are graduating high school.

Hispanic population growth is a source of increases in both public school and college enrollment. The number of total college-aged Hispanics (18-24) is five times larger than in 1972 – from 1972 to 2011, it grew from 1.3 million to 6.0 million. High school completion is also at a high point, making more Latinos eligible for college than ever before. In 2011, 76% of Hispanics 18-24 had a high school diploma or GED, up from 73% in 2010. Additionally, nearly half (46%) of Latinos who have completed high school are enrolled in 2- or 4-year colleges – a record share.

Hispanics are graduating from college in record numbers.

The number of Hispanics graduating with an associate’s or bachelor’s degree is seven times larger today than in the late 70s – a faster growth rate than other groups. Because of this, not only is there is a higher number of Latino college graduates, Latinos represent a larger share of all college degree recipients. They represented a record 8.5% of all bachelor’s recipients in 2010 (up from 8.1% in 2009) and 13.2% of associate’s degree recipients. In 2010, the number of Hispanics being awarded college degrees hit an all-time high: 112,000 received associate’s degrees and 140,000 attained bachelor’s degrees.

Arizona Hispanic Chamber of Commerce report highlights surge in Hispanic market’s buying power

As the state’s fastest-growing demographic group, Hispanics also are the fastest-growing market for Arizona businesses.

A new report sheds light on how fast that growth may be in coming years.

DATOS: Tucson, released last week by the Arizona Hispanic Chamber of Commerce and Tucson Hispanic Chamber of Commerce, forecasts that Hispanics will account for $40 billion of Arizona’s consumer spending during 2012. That figure will rise to $50 billion by 2015, the report said.

While focused primarily on Pima County, the report points to statewide figures and trends on the Hispanic market’s growth.

“It’s not a prophecy; it’s about mathematics,” said Loui Olivas, a professor emeritus at Arizona State University’s W.P. Carey School of Business who led the research.

Hispanics account for about 30 percent of Arizona’s population at present and have a fertility rate almost twice that of white non-Hispanics.

“When a corporation or company is looking to see who is spending more, it’s the Hispanic market,” said Olivas, who also is vice president of education partnerships at ASU.

That market is younger and has more people per household. The median age of Hispanics in Arizona is 25.8 as opposed to 45.1 for non-white Hispanics, Olivas said.

And Hispanics as a group have larger families, the report found. Sixty-nine percent of Latinas, for example, live in households with four or more people, compared to 32 percent among non-Hispanics.


Read more here.

Cynthia Nelson exits Todobebe, creates partnership with Les Garland

Hispanic Marketing veteran Cynthia Nelson is leaving TodoBebe. She recently exited the parenting media company, and formed a partnership with Les Garland, co-founder of both MTV and VH1 in his company AfterPlay Entertainment.  The former COO of TodoBebe tells Portada that “Les is an amazing and disruptive visionary in both the music and entertainment industries.  He knows promotion and how to move consumer behavior across mediums to drive sales.”  Our combined skill and top-shelf Rolodex’s set us up nicely to work in both general and multicultural markets and, in fact, we’ve already got TV and 360 deals in the works with major brands.”


Read more at Portada


Regarding her move from the Hispanic Mom/Baby market to Music and Entertainment,  Nelson tells Portada that “they have more in common than you think.   It’s all about consumer behavior and activation.”