Cable Industry to Hear About Other Industries and Multicultural Marketing

04 Aug 2006|Miguel Winebrenner

In September I will be moderating a session called “Bracing for 2010 and Beyond: Strategic Implications of the Evolving Multicultural Landscape.” The session will be held at the annual NAMIC (National Association for Multiethnicity in Communications) conference in NYC, and the purpose of this session is to engage cable and telecommunications executives in conversations about the future of multicultural marketing. Joining me will be a panel which includes Paxton Baker (GM of BET J), Nusrat Durrani (GM of MTV K), Mauro Panzera (Sr. Director of Multicultural Marketing at Comcast), Eric Sherman (GM of VH1 Soul), and Sandra Weber (VP of Multicultural at Turner).

The reason I put this panel together is not only because I’ve been involved with NAMIC for several years, but also because I feel that this industry needs to be exposed to the strategies being employed in other verticals. Other industries like QSR, CPG, and financial have already started to develop strategies to address the rapidly changing multicultural population. The growing Hispanic bicultural market, the growth of the African American population, synergies in urban pop culture, and other factors represent the need to start developing future strategies in cable and telecommunications as well.

Therefore, in this session, we will focus on the strategic implications of the changing multicultural population. Examples from other industries will be used to anchor and juxtapose these discussions. Among the questions that will be addressed include: What sub-segments of the multicultural population are merging/collapsing, if any? Will marketing strategies be more niche focused or broader in nature? Will there be cannibalization (XChannel vs. XChannel en Español)? What media vehicles will play the biggest roles? Are industry players ready for the future? What are the challenges of future multicultural strategies?

It will likely be a very thought-provoking topic to many, and I am looking forward to seeing how we can leverage multicultural experiences in other industries to organically grow the cable industry.

For more information go to NAMIC

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