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| TV This Week | |
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| TV This Week | |
the music of Latinos Big and loud, and enough to drown out the Big Five Nov 5, 2009
But tonight, on the most competitive night of the week, Univision could well outdraw the competition in any number of demos with the 10th annual Latin Grammy Awards, which air live from Las Vegas starting at 8 p.m. The awards have long showcased the top musical acts from Spanish- and Portuguese-speaking countries, with alternative acts from those countries becoming less and less visible as the Latin Grammy audience increased. Tonight there will be some big names from the U.S. as well. Alicia Keys will perform, while actress Eva Longoria Parker will present an award. It’s just part of the effort by Univision to draw in a younger, more diverse crowd, four years after it inherited the telecast from CBS. Last year’s show averaged a strong 5.7 million total viewers, but more importantly, it finished as the No. 1 show in several top markets among adults 18-34, 18-49 and teens. As Univision increasingly positions itself as a competitor to the Big Five networks, as opposed to a competitor of Telemundo, which it has long dominated, events like the Latin Grammys are important because they prove Univision can draw comparable audiences to English-speaking networks. Already this season Univision is well ahead of the CW across a number of demos, making an argument that the Big Five should really be ABC, CBS, NBC, Fox and Univision.
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