July 17, 2008

It's not every day that Univision undertakes major collaborations for special events, and the upcoming "Premios Deportes" is a nice case study.  Unlike "Premios Juventud" or the long-running "Premio Lo Nuestro," which Univision produces entirely on its own, "Premios Deportes" is a collaboration between Univision and Tecate beer.  I had the pleasure of attending the taping in L.A., and while we didn't have the benefit of a fully-edited, continuously-running program, the content will make for a very nice program.

I mean, where else will you see Mexican futbol superstar Cuauhtemoc Blanco sharing the stage with NFL Hall of Famer Anthony Munoz?  The intent of this program was to showcase Latino athletic achievement on both sides of the border and the Tecate-Univision collaboration succeeded quite well.  The program includes tributes to Mexican-American boxing great Oscar De La Hoya and the legendary, Mexican-born Dodger pitcher Fernando Valenzuela.  You also saw the first Dominican NFL player, San Diego Chargers defensive end Luis Castillo, serve as an award presenter.  (Castillo had to run off after the program to prepare for a speech he was giving the next day to the National Council of La Raza Conference in San Diego--very impressive).  And you even saw superstar athletes from way south of the border like Brazilian auto racing champion (and dance champion) Helio Castroneves.

And quite frankly, what really impressed me was the participation of two Latino stars from the NBA, the Milwaukee Bucks Charlie Villanueva and the Denver Nugget's Carmelo Anthony.   The NBA has done a very good job of showcasing its players from South America (Manu Ginobli) and Spain (Pau Gasol)...these great players deserve the attention they're given but I still don't understand why the NBA doesn't leverage its US-born Latino players to grow its Latino fan base (the NBA has gone global in search of new fans, but it clearly has overlooked the growth opportunities right here at home with its Latino fan base).  The Dominican, New York-born Villanueva served as a presenter while the half-Puerto Rican, New York-born Anthony attended as a nominee in the basketball category (for which Gasol was also nominated).  Carmelo Anthony, who doesn't speak much Spanish, proudly told the audience (in his own version of Spanish) of his Boricua father...I don't even think the NBA knows of Anthony's bicultural heritage.  Kudos to Tecate and Univision for doing what the NBA should be doing.

And Premios Deportes should also be commended for its hosts.  Univision's "Republica Deportiva" host Fernando Fiore did a stellar job as did Univision Radio's "Piolin,"but I think the one who stole the hosting show was "Betty La Fea" Angelica Vale.  The woman is an amazing entertainer and her comedic sketches (in which she impersonates some well-known Latina singers) were an absolute riot.

As they say, check your local listings for broadcast times on Sunday July 27.

Comments

I WAS ALSO PRESENT DURING THE TECATE AWARDS SHOW. I CAN HONESTLY SAY THAT I ENJOYED THIS AWARD SHOW. IT'S ABOUT TIME THEY START RECOGNIZING SPORT TALENTS OF THE LATINO WORLD. I ALSO HAVE TO SAY THAT PIOLIN AND ANGELICA VALE DID A MAGNIFICENT JOB IN HOSTING THIS FIRST AWARD CEREMONY. I WAS VERY IMPRESSED WITH ANGELICA VALE AND I MUST CONCURR WITH YOUR COMMENT ABOUT THE AMAZING ENTERTAINER SHE IS. I MUST ADMIT THAT IN PERSON SHE IS UNDOUBTEDLY A VERY GOOD LOOKING WOMAN AND WHAT A TALENT. SHE REALLY WON AND WOOED THE AUDIENCE. BRAVO TO UNIVISION, ABOUT TIME. PIOLIN AND ANGELICA VALE GREAT CO-PRESENTERS. TO THINK I AM A SOFIA VERGARA FAN THAT WAS MY MAIN PURPOSE IN ATTENDING, BUT I GUESS ANGELICA VALE IMPRESSED ME MORE.

What it seems to me is that you are not being very coherent with your own opinions. On the one hand you made a harsh critic on the advertiser and the agencies for not being "on to par" with the realities of the latino market. You mention Spanglish as the future of the market and of the community as you came across a small local paper outside of your regular starbucks, and now you are cheering and rooting for a Tv station that does not allowed anything that is not in Español. and if something smells as dubbed they would not even consider looking at it. Cliches and more cliches for univision and you fell for that after saying that naive clients are lead by pirates who do advertising being afraid of losing their revenue. And Univison? I think I am going to vote for the next, "premio" best use of abuelita, and best use of "futbol y lucha libre" because at the end of the day that is what we are, but in Español so Univision can air it, but do not worry I'll write the review in English for your Starbucks little paper.

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