Organic growth in the evolving US multicultural landscape demands grassroots marketing, panelists said Mon at NAMIC. "We have had to think not so much in terms of millions [in marketing reach], but in the thousands and hundreds," said TBS vp, multicultural market development Sandra Weber. "In this day and age, you really have to think almost to the zip code." The lack of immediate results in the multi-racial market, however, requires "a leap of faith because results will not be in the next quarterly statement, but maybe in 5-10 years," said Comcast senior dir, multicultural marketing Mauro Panzera. Said Nusrat Durrani, gm, MTV World: "For us it’s all about creating icons for Asian Americans and using our platforms for these personalities… Diversity is not just the right thing to do, but the smart thing to do."

The Daily



Stephen Potenza joined Fox Corp as Deputy General Counsel, Fox News Media . He last served as a partner in Kirkland & Ellis LLP ’s Litigation and Government, Regulatory and Internal Investigation groups

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up


Dec 7
Most Powerful Women Celebration Register to Join Us in NYC to Celebrate!
Full Calendar


Seeking an INDUSTRY JOB?

Hiring? In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors, The result will be an even more robust industry job board, to help both employers and job seekers.

Contact for more information.