Networks, Cable Operators Tout Relationship Efforts

Washington— With the cable marketplace growing more diverse, networks and multiple-systems operators alike are trying to stay ahead of the game when it comes to marketing to specific cultural demographics.

According to Cablevision Systems vice president of multicultural marketing Valerie Green, that Bethpage, N.Y.-based operator is doing more multicultural marketing than any other operator in the country.

“We started out a couple of years ago really building up the Hispanic community, which is huge now and is feeling tremendous growth,” Green explained at a July 23 CTAM panel. “Now we’re marketing to Korean, Japanese, Chinese, Southeast Asia, Filipino, Arabic, Italian, Polish, and one of our most successful international programming packages is for the Russian community.”

As for the networks themselves, especially channels not targeted toward a specific cultural audience, the game is quite different than that of cable operators in that programmers need to find ways to incorporate enough of what each culture is interested in instead of focusing on one or two.

For instance, HBO focuses on African-American, Asian-American, and Latin American marketing, as opposed to networks such as Gospel Music Channel and TV One that focus more marketing on specific ethnic groups such as African-Americans.

Recent and future marketing for special events that harness HBO’s diverse programming include Life Support, starring Queen Latifah and Anna Deavere Smith, which is aimed at the African-American community, and Hispanic Heritage Month in September.

George Lima, director of field marketing and local ad sales for TV One, thinks that getting as specific as possible with ethnic consumers is the best way to bring them in.

“So much of what makes a difference in targeting ethnic marketing is just inviting customers in a way that’s relevant to them,” said Lima. Citing Pepper Miller’s book What’s Black About It?, Lima added: “It’s a simple fact: African-Americans are saying 'Does this marketer or business entity respect me.’ In the general market the first criteria that people will look for is price and then merchandise. For an African-American consumer, they’re first looking for price and then respect. That is just one insight.”

According to Green, Cablevision tries in its ethnic multicasts to best reflect its subscriber base. With the face of the nation changing so rapidly, and ahead of pace in the New York City tri-state area, Cablevision must keep up with the change by constantly updating its programming.