Thesis
U.S. Hispanic television viewers: an analysis of generational language & platform preference
Master of Science (M.S.), Drexel University
Jun 2021
DOI:
https://doi.org/10.17918/00000874
Abstract
As one of the largest and fastest growing consumer groups in the United States, Hispanics are poised to impact the television industry in many ways. With a growing buying power now in the trillions and adopting technology at a faster rate than any other segment group, U.S. Hispanics are in a position to drive programming and online subscriptions in large numbers. This qualitative study looked to explore how the television industry views this specific viewer group and identify their existing targeted strategy in reaching them. The author interviewed several television executives in research, insights, development, marketing and programming. A consistent agreement among the industry executives was that in the end, content was king and would be the key ingredient to attracting and retaining U.S. Hispanic viewers along all platforms.
Metrics
31 File views/ downloads
52 Record Views
Details
- Title
- U.S. Hispanic television viewers
- Creators
- Erica I. Ortiz
- Contributors
- Michelle McHugh (Advisor)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- viii, 154 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Television (and Media) Management; Cinema and Television; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 991015606366904721