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ARTICLE 7: Spanish language programming for PEG channels
by
Ramon Torres,
Cable Station Manager, City of Las Vegas, NV
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Before
you ask the question, “Why carry programming in Spanish?” ask,
“why not?” Very few communities around the country can say they do
not have a true need for providing information to their Spanish-speaking
residents. According to the U.S. Census Bureau, Hispanics now outnumber
African-Americans as the largest minority group in the country (U.S. Census
Bureau Jan., 2003). The incredible Hispanic population boom seen in recent
years has visibly changed the face and economy of cities like Los Angeles, New
York, Chicago and Miami, and even in Rogers, Arkansas where the Hispanic
population has increased recently by 600%, (NBC News Aug. 02). As another
example, Las Vegas, Nevada is not only the number one city to live in the
country, (Money Magazine Jan. 03), but now also home to the largest growing
Hispanic community.
America’s
leading companies like McDonalds, Levi’s, Ford and Citibank, to list just a few,
are constantly trying to find new ways to pitch their products and services to
the Hispanic market. HBO, Showtime, ESPN and CNN all offer dedicated channels
in Spanish that are carried on special or expanded programming choices through
the Dish Network, Direct TV and major cable providers. Lawmakers all across the
country are enrolling in Spanish 101. So if the “ethnic group” with the largest
surge in buying and voting influence in America is making those heads turn, it
is probably a good idea for all of us to take notice.
Newscasters Jorge Ramos of Univision and Maria Celeste Arrarás of Telemundo
typically draw a bigger audience than Tom Brokaw. Local Spanish-language
newscasts often beat out their English-language counterparts in major markets
across the country. As with any specialized programming, Spanish-language
programs will draw an audience, which previously may have not tuned in to your
station. Adding or expanding Spanish-language programming to your PEG channel
line-up may expand your viewer-ship but more importantly, allow you to provide
much needed information to your entire community.
Content
Carrying
Spanish-language programming does not have to be an expensive proposition. But
if providing a Spanish-language simulcast of a city council or county commission
meeting is your first impulse, the cost may be surprising. Outsourcing the
service can run anywhere from $95 to $400 per hour for real-time translation and
interpretation. Adding Spanish closed captioning would generate an additional
cost. It is a multi-step process, each generating a charge. It is a newly
expanding niche in the industry so pricing is still high. There may also be
some technical limitations related to how the local cable provider inserts the
captioning signal. Although “regionalisms” exist in the Spanish language, most
programming prepared for broadcast by a professional firm tends and should
conform to a more standard language.
Organizations in your community may provide financial or technical assistance in
developing content for your channel. Spanish clubs, Latin/Hispanic chambers of
commerce, history and ethnic clubs may also be a great source for information.
In addition, special grants and funding are available to offset the cost of
captioning, translation and certain programming. Several organizations like
NASA and the Department of Education currently offer Spanish-language overdubs
of some of their programs free of charge. Before the Census 2000 results were
published, WGBH-TV, Boston had shown an interest in offering its entire NOVA
library in Spanish to government access channels at a minimal cost. Now PBS is
considering a new channel programmed entirely in Spanish, a sign of the times.
How to
do it.
In Las
Vegas, we have created a partnership with the local Univision affiliate, KINC-TV
Channel 15, (Entravision Communications Corp.). En Contacto con la Comunidad
(In Touch with the Community) is a half hour, in-studio program produced
monthly by the city. The content of the program is a combination of original
stories produced by city staff and community related stories repurposed from the
local Univision newscast. The program is also hosted by the private sector’s
talent. This combination allows the city of Las Vegas to provide a program with
a very high level of production and content value. The partnership also
provides an immeasurable cross promotion benefit for the city station every time
the program is mentioned in the Univision newscast, now one of the top three
stations in Las Vegas.
Bulletin
board programming in Spanish is a must. Basic, concise information presented in
an appealing format will always attract an audience. Using, traditional or
bolero background music works best. This music is regularly found on digital
cable music sources.
By
combining some original programs with outsourced shows, a “block” (two to three
hours) of programming can be developed. This will keep interested viewers
watching longer and develop more of an interest in your station and hopefully
carry over to English-language programming. In Las Vegas, our two-hour Spanish
block runs four times during the week. The response from the community has been
very positive.
Providing
a link to an automated English-Spanish translator for your website is also a
plus although the translation will be word by word rather than literal which
makes for interesting reading. Expect some feedback.
For a
live video stream and video on demand of all our original programs, please visit
www.kclv.tv
LINKS:
Sources for Spanish Language
Programming
NASA…Destination
Tomorrow or El Destino es Mañana other programming in English also
Free available on Beta SP 5 x 26min
5 part series originally in English, overdubbed to Spanish
Contact:
Kevin Krigsvold
Education Coordinator
NASA-Langly Research Center
(757) 864-8711
kkrigsvold@larc.nasa.gov
Annenberg/CPB
Various series and programs free upon satellite down link agreement in English &
Spanish. Catalog available.
60 Garden Street, MS 82
Cambridge, MA 02138
channel@learner.org
800-228-8030
http://www.learner.org/channel
U.S. Department of Education
Education News 1hr monthly live satellite feed in English
with Sec. Rod Paige. Ships out later in Spanish
Also
“Vamos Juntos a la Escuela”…or “Together we go to school”.
Great program on promoting parents involvement in their child’s education.
All free--multi format.
Contact:
Ida Roxana Eblinger,
Associate Producer
400 Maryland Ave. S.W.
Room 5E221
Washington, DC 20202
202-401-1374
ida_eblinger@ed.gov
http://www.ed.gov/satelliteevent
SB2000
Small business series formerly on PBS “Pequeña
Empresa en el Año 2000”
5 series 13x26min episodes avail overdubbed in Spanish
7 series 13x26min episodes avail in English
Contact:
Small Business School
Small Business 2000
700 Front Street
San Diego, CA 92101
Contact Bruce Camber or Hattie Bryant
619-232-4272
619-323-4213 fax
www.smallbusinessschool.org
PAHO
Pan-American Health Organization…psa’s & documentaries free of charge Multi
format
Contact:
Maria Esmeralda Paguaga,
Marketing/Video Production
525 Twenty-third Street, N.W.
Washington, D.C. 20037
(202) 974-3849
paguagam@paho.org
http://www.paho.org
InTeleCom
Several series free to certain states including CA, NY, Ill, TX, FL
Cross Walks Café, Preserving the Legacy, On Common Ground
626-796-7300
http://www.intelecom.org
ILCE Instituto Latinoamericano de Communicación Educativa
Over 90 hours of educational, documentary and
cultural programming
Contact:
Leslie Zambrano
International Marketing
From the U.S. dial direct 011-52-55-5555-5105
Mexico City
http://www.ilce.edu.mx
(Sat feeds may be available soon)
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