Best practices for targeting the Latino and Asian marketplaces in the US greatly overlap, as evidenced by the common themes that surfaced Tues at 2 NAMIC sessions. Panelists cited the earmarking of budgets and the acquisition of true cultural understanding as critical to effective ethnic resonance. "There’s a difference between reach and influence, and it’s time for cable to find products and services that make people loyal to us," said Bill Georges, svp for Asian net AZN TV. Both markets also require matching preferred languages to different generations, the use of culturally relevant programming and a corporate commitment to multicultural marketing. "Many times it’s the intrinsic cultural understanding that’s being missed," said SiTV svp Edward Leon.

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