• by Jack Loechner , Staff Writer @mp_research, October 17, 2002

Broadband Platforms for Ethnic-Oriented TV Programming

"America's multicultural consumers are fast becoming the general market for broadband services. Ultimately, the interaction of the established media brands with new urban-oriented programming and entertainment concepts will define the new media landscape." says Alisse Waterston, Ph.D., President of Surveys Unlimited. A study entitled The 3rd wave of State of Broadband Urban Markets, released by Horowitz Associates shows that urban consumers have emerged as a key broadband segment, in particular for the delivery of digital content to the TV.

Digital cable penetration in urban America is at 21%, mirroring the national penetration rate of 20%. Penetration rates are highest among the 33% of urban Hispanic consumers that are English-language oriented, and 28% of Black urban consumers. Although penetration numbers are lower among Asians and Spanish-dominant Hispanics, 26% of Asian cable subscribers and 19% of Spanish-dominant Hispanic cable subscribers say they are likely to pay $10.00 more a month to upgrade to digital. Overall market potential for digital cable service among urban cable subscribers is 54%, compared to 48% among cable subscribers nationally.

Findings of the study include:

78% of Blacks consider it important to have channels with programming oriented to African-Americans;

75% of Hispanics consider it important to have Spanish language channels;

51% of Asians consider it important to have channels with programming oriented to Asian-Americans.

The Internet currently reaches 6 out of 10 urban homes, with projected penetration at 73% and potential for broadband services in urban markets is not limited to Digital TV.

Among 18-34 year old urbanites, penetration of high-speed is projected at 48% for E-mail, research gathering, and downloading music.

The study provides detailed comparisons by ethnicity, age, gender and income as well as tracking data on this emerging market.

You can find out more here.