LATINO DVD MARKET IS NOW IN FOCUS INDUSTRY LOOKS FOR STRATEGY.Byline: Greg Hernandez Staff Writer
Latino households with DVD players A stand-alone device that plays DVDs. It contains a DVD drive and the electronics to decode the digital video. The device may play only manufactured DVDs, or it may be able to play DVD-R, DVD-RW and DVD+RW discs. DVD players are cabled to a TV or home theater system for display. now total 8 million in the U.S. and continue to grow rapidly. But the home video industry is still struggling to maximize this burgeoning market, industry leaders said Tuesday.
Participants in DVD DVD: see digital versatile disc.
in full digital video disc or digital versatile disc
Type of optical disc. The DVD represents the second generation of compact-disc (CD) technology. En Espanol, the second annual Latino Home Entertainment Conference, made clear that the Spanish-language audience has gone far beyond a niche category. Still, many said the industry lacks the infrastructure to deal with a buying segment that some major studios estimate represents between 11 percent and 13 percent of all DVD customers.
``Once the infrastructure is in place, we're going to see the real U.S. Latino market,'' Ventura Entertainment's Chris Lynch said during an afternoon panel discussion at the Wyndham Bel Age Hotel in West Hollywood West Hollywood
A community of southern California northeast of Beverly Hills. It is mainly residential. Population: 36,600. . ``There's a long, long ways to go. We're just getting out of the gate.''
This lack of infrastructure results in no automatic shelf space at retail outlets retail outlet n → punto de venta
retail outlet n → point m de vente
retail outlet retail n → like Wal-Mart and video stores, no free publicity for the bulk of the titles that have not had much, in any, of a U.S. theatrical run and the lingering questions of who the audience is and what they want.
``Everyone has a different opinion,'' Lynch said. ``It's a very difficult environment to create consensus and offer products across the board that everybody is going to be happy with.''
Julio Noriega of Venevision International Films stated: ``Further research needs to be done. Who is buying? Who is renting? Each retailer needs to understand their customer base better.''
One thing the distribution side of the industry can agree on is that with the Latino population at about 40 million and growing, and with a majority of it still using Spanish in the home, there should be a continuing demand for Spanish-language and Latino-themed DVD programming.
``One thing to remember with Latinos and entertainment is it's often considered a family activity,'' said Adriana Olivarez, director of market research for the Univision Television Group. ``With the decrease in price of DVDs, there's been an increase in how many Latinos have purchased and have rented. They are very familiar with all the outlets.''
Jerilyn Kessel, president of Centris Research, conducted research during the months of January and February that focused on 2,000 Latino respondents, 62 percent of whom preferred to be interviewed in Spanish. It showed that the group bought slightly more DVDs per month than non-Latinos and also rented more discs per month.
``It's a large enough number where it cannot be ignored,'' said Lori MacPherson, Warner Home Video's vice president of multicultural marketing. ``We have to make sure we are marketing to that demographic.''
For the home entertainment divisions of major studios like Warner Bros BROS Brothers
BROS Benefits and Retirement Operations Section (King County, Washington)
BROS Barnes and Richmond Operatic Society (London, UK) . and Disney, the decisions regarding Latino customers can be simply whether to have subtitles sub·ti·tle
1. A secondary, usually explanatory title, as of a literary work.
2. A printed translation of the dialogue of a foreign-language film shown at the bottom of the screen.
tr.v. versus dubbing dubbing
removal of most of the comb of day-old chickens. See also decombing. , or both, and how to tweak To make minor adjustments in an electronic system or in a software program in order to improve performance. See calibrate.
1. tweak - To change slightly, usually in reference to a value. Also used synonymously with twiddle. an ad campaign to reach that specific audience when releasing their mainstream hits.
But smaller distributors are faced with the challenge of creating awareness for the sometimes low-profile titles they acquire.
``We're taking existing available products and putting them in the market and those aren't necessarily what consumers want,'' said panelist pan·el·ist
A member of a panel.
Noun 1. panelist - a member of a panel
panel - a group of people gathered for a special purpose as to plan or discuss an issue or judge a contest etc Leigh Savidge, president of Xenon xenon (zē`nŏn) [Gr.,=strange], gaseous chemical element; symbol Xe; at. no. 54; at. wt. 131.29; m.p. −111.9°C;; b.p. −107.1°C;; density 5.86 grams per liter at STP; valence usually 0. Pictures. ``You've got consumers who, in my view, are saying, I'll come around as soon as you make something I'm interested in buying.''
Greg Hernandez, (818) 713-3758