#immigrantcommunities

[laprogressive]

LA Progressive has a new post on http://bit.ly/2gbkfGU

Standing by Immigrant Communities

Daisy Viera: California lawmakers introduced Assembly Bill 3 and Senate Bill 6 to provide legal representation to the state’s immigrant communities who will be targeted by the federal government’s efforts to ramp up deportation programs and go after new classes of people for deportation.

[alexarciniega]

SiriusXM Latino Problem

The LA Times has been doing a superb job of staying on top of the Piolin sexual harassment scandal. In case you don't know, Piolin, a well-liked and well-respected Latino broadcaster was recently fired from Univision due to sexual harassment allegations. There were multiple allegations, over a period of time, most if not all from his staff.

Piolin has been an advocate of the Latino immigrant community, as he himself came into the US illegally when he was young. He's been able to propel himself into the spotlight by highlighting issues that pertain to a subset of the Latino community.

There's been controversy surrounding Piolin's departure from the media Goliath, Univision. Some say his ratings were declining in the wake of increased competition. Others say it is purely connected to the allegations.

Media buyers, media analysts, and the community is curious to see where he will land. The recently confirmed rumors state that he'll be heading over to SirusXM. Read more information here: http://www.latimes.com/entertainment/envelope/cotown/la-fi-ct-piolin-sirius-20131008,0,1467100.story

He's what Sirius is overestimating:

Fan loyalty

HHI for Latino, immigrant community

Amount of Hispanics who prefer Spanish media

  Underestimating:

ratings for DJs in top Hispanic markets

  I like SiriusXM as much as the next listener, but I wouldn't pay for a subscription when there are so many services who do a good job for free. If I were to pay for a subscription, it would be for Spotify. This is less about me, especially since my buying patters fall in line with general market more than I would like to admit.

Latino radio is working because Latinos still listen to radio. Unlike most of the general market model, Latino radio is slightly less fragmented. With digital channels, we'll see this becoming more and more the case. With assimilation and growth of 2nd and 3rd generation Mexicans we'll see consumption more along the lines of general market whites.

What Sirius is gambling on is that the Latino community still finds Piolin relevant. Do we? I don't know. I don't go to Piolin for my news. If Sirius is banking on recent immigrant arrivals, Pew Hispanic Research Institute has some news for them. We lost a lot of immigrants during the great recession, with numbers starting to stabilize. As immigrants become more and more assimilated, we'll see language preferences shift.

Do we need someone like Piolin in the market? Probably.

Do I think we can get someone who appeals to his demo for free instead of paying $5.99 a month? Absolutely.

This isn't your Howard Stern crowd.