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Univision: Programs
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Univision is starting now to be sure viewers are ready to deal with a federal subsidy program beginning in January. The government will offer each household an opportunity to receive two $40 coupons to help pay for converter boxes for their analog TVs. They could cost as much as $70 apiece.
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As its English-language rivals bleed viewers, Univision's audience is actually growing: Today about two million homes tune into its primetime programming, up 67% from a decade ago. Its formula for attracting viewers is refreshingly retro: no reality shows or stunt casting, just a nightly melange of telenovelas (like soaps, but even frothier) and variety shows, Latino pop culture, and sex appeal.
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The campaign is a partnership between PADRES, Cingular Wireless, Univision 34 (KMEX-TV) and Unified Western Grocers. The primary objectives of the six- week joint effort include raising funds for PADRES' programs through donations at Cingular Wireless retail stores, educating the community about childhood cancer, and motivating Latinos to donate bone marrow.
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