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African-Americans more likely to be viewers of video on mobile devices
By Thomas Umstead
Multichannel News (March 28, 2010) Cable programmers and operators will have to work
together to provide the best video product as conveniently as possible
over numerous technologies if they hope to remain relevant among a
growing, more platform-diverse multicultural audience.
That's the takeaway from Horowitz Associates' annual "State of Cable and
Digital Media: Urban Markets" study of the media habits of multicultural
audiences, which found that such viewers are gravitating toward online,
mobile and other technologies faster than the general population.
Only 13% of the general U.S. population watches TV shows or other video
online on a monthly basis, according to Horowitz, while just 5% of that
group watches mobile-phone video each month.
But about 36% of Asian consumers, 14% of African- Americans and 17% of
Latinos watch video online each month, compared to just 7% of white
viewers, according to the survey.
In addition, 9% of African-American viewers, 7% of Hispanics and 3% of
Asian viewers are watching TV shows and other video programming via
mobile phones, compared to 2% of white viewers.
Speaking at last week's Horowitz Associates 10th Annual Multicultural
Forum here, Horowitz vice president of marketing and development Adriana
Peterson said new-media platforms can provide a boost for the big
content providers, because viewers want to see the top cable and
broadcast shows online and on their mobile phones. Nearly 20% of all
broadband video viewing is of full-length episodes of cable and
broadcast network programming, compared to 17% for news video segments
and 16% for movie trailers, according to the study.
But these emerging platforms have complicated negotiations between
operators and networks over distribution, as both sides volley over
traditional and alternative media rights.
"We're discussing content that's on the Web, the television, the
[digital video recorder] and mobile and, as a result, negotiations are
getting more difficult, but we're embracing it," said Mediacom
Communications vice president of programming Glenn Goldsmith. "The
question then becomes, how do I get those rights?"
A&E Television Networks senior vice president of distribution and
business development Mark Garner said today's carriage negotiations
between operators and networks are far more complex than in past years,
because the outcome has ramifications on a host of other revenue
opportunities for both parties. There is "a lot of money to be made"
between the various platforms, he added, but it's crucial not to disrupt
the current distribution model that has served both parties well
Content targeted to multicultural audiences in particular will become
more valuable both for traditional cable and new media platforms, as
diverse audiences continue to take full advantage of the new
technologies. But for Comcast and Radio One-owned TV One, the ability to
offer its African-American-targeted content via the Web has been slowed
by long-term deals that limit how much content can be placed online in
the mobile space, according to senior vice president of national
accounts Kimberly Hulsey.
Still, Fuse executive vice president of content distribution Brad
Samuels said traditional television will remain the best way for content
providers to reach consumers for the foreseeable future.
The State of Cable and Digital Media: Urban Markets also reported that
69% of all television viewing is still done through traditional linear
cable and satellite services, although viewers with DVRs and DVD players
watch about 13% less live television.
Also, the much-debated "digital divide" is quickly becoming a past
phenomenon, as more than half of all Hispanic, African-American and
Asian homes now have broadband access.
Annual Edition 'Buying Power of Black America' report
breaks down billions in expenditures (January
19, 2010) Black consumers are responding to tighter economic
condition by focusing more of their spending on items and services
that improve their homes and lifestyle. That's one of the trends
revealed in the 15th annual report, "The Buying Power of Black
America," published by Target Market News. The report analyzes
spending for black households in 2008 and finds that