Multimedia powerhouses Univision, Entravision and ImpreMedia are in the enviable position of furthering civic public interest goals — encouraging participation in the 2008 elections — in a manner which holds the potential to direct political money from campaign treasuries into their own. The voter drive, It’s Time, Go Vote! (we’ll spare your in-box the Hispanic lettering and punctuation, but the slogan translates to Ya es Hora, ve Vota!). The three companies are pushing the drive, along with Mi Familia Vota Educational Fund, the National Association of Latino Elected and Appointed Officials (NALEO) Educational Fund, and the National Council of La Raza (NCLR).
Broadcast, print and grassroots elements will be incorporated into the campaign, which encourages eligible Hispanics to apply for citizenship if necessary and register to vote if possible. The coalition hopes to register millions in 2008. The three Hispanic media companies between them claim 99% reach into the Hispanic community over various electronic media. And an NCLR poll reveals that 52% of Hispanics respond and take action when seeing ads from the coalition.
RBR/TVBR observation: And they may well respond and take action if political candidates put the right message over Hispanic airwaves. Immigration is a white hot issue. The Hispanic population is expanding rapidly but is still concentrated in a limited number of jurisdictions. In those districts or states with heavy concentrations, the Hispanic vote may well be a deciding factor on Election Day. We expect Hispanic media will get their share of the political pie this time around.