Reshaping narratives around identity and race is focus of NYC Cultural Insights Forum featuring top media, ad, and marketing execs
Consumers spend about four in every 10 hours of viewing time streaming content while live TV viewing has dropped to new lows, according to the latest studies on consumers and their TV and technology habits from Horowitz Research. The studies assert that Hispanic, Black, and other multicultural and millennial audiences are among the heaviest of streamers; making these highly desirable audiences increasingly complicated to reach for content developers, marketers, and advertisers alike.
More of Horowitz’s latest study findings will be revealed at the Cultural Insights Forum in New York City on June 6th, when top executives from the media, marketing, and advertising community will congregate to discuss how brands can shift away from one-dimensional narratives about race and identity to reach viewers with effective content and advertising.
The event agenda opens with the research presentation highlighting new data on the TV and media behaviors of Hispanic, Black, Asian, and millennial audiences presented by Adriana Waterston, SVP, Insights and Strategy, Horowitz Research. The research will be followed by a panel titled Building Intersectionality into the Narrative, about how some of today’s most successful brands have found ways to cut through the media clutter to really connect with their target audiences. The panel will be moderated by John Zamoiski, Managing Director, Source and features Garret Cummings, Consultant Planning Director, GALLEGOS United; Lisa Torres, President, Multicultural Practice, Publicis Media; Angela Bundrant Turner, SVP, Affiliate and Consumer Marketing, REVOLT; Giovanni Villamar, Managing Director, Anomaly; Mark Walton, President of Sales & Marketing, One Caribbean Television; and Lauren Zweifler, SVP, Strategic Insights and Research, Lifestyle & Hispanic Networks, NBCUniversal.
Tom Umstead, Programming Editor, Multichannel News will moderate a panel focused on the business of content distribution featuring Luis Caballero, Executive Director, Marketing/Hispanic Strategy, Cox Communications; Javier Garcia, SVP, Multicultural Services, Comcast Cable; Tom Troy, GM/SVP, U.S. Networks, Sony Pictures Television; Jennifer Bulvanoski, VP, Distribution, A+E Networks; Michael Tribolet, Chairman, CEO, and Co-Founder, YipTV; and Traci Otey Blunt, President, Urban Movie Channel. During the panel, titled Breaking the Mold: The New Challenges of Delivering Culturally Relevant Content, these multichannel movers and shakers will prognosticate about who will be the winners and losers in the increasingly competitive pay TV space that now includes new players like Hulu Live and YouTube TV, among others.
Other speakers include Jeffrey L. Bowman, Author, Founder and CEO, REFRAME: The [Brand]; L. Michelle Smith, Director of Public Relations, AT&T Global Marketing Organization; Jennifer Randolph, Author, Consultant, and Career Coach; and Rolando Figueroa, Head of Marketing, Communications and Digital, ZEE Mundo. To close the event, the audience will be treated to private screenings and live performances by emerging multicultural talent Adrienne Lovette, Paul Tran, and Ani Yahzid, and Sahra V. Nguyen, and the day will conclude with a raffle for a trip for two to Paris.
The event is sponsored by NBCUniversal Telemundo Enterprises, Comcast, TV5Monde, ZEE Mundo, TV One, Cine Sony, REVOLT, One Caribbean Television, and UMC.