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FOR IMMEDIATE RELEASE: Apr 07, 2010

PBS-TV AFFILIATES TO LEVERAGE SEATTLE, YAKIMA LATINO MEDIA RESEARCH
KCTS 9 & KYVE 47 PLAN TO INCREASE UNDERWRITERS FOR V-ME

PBS-TV affiliates KCTS 9 and KYVE 47 have leased access to Rojo Research’s 2009 Latino Media Study for the Seattle and Yakima/Tri-City markets.

The stations intend to leverage viewer demographics and consumer behavior in effort to increase underwriting for their Spanish-language programming V-me.

V-me features an exclusive mix of original productions, world-class acquired content and specially customized public television programming.

V-me offers a fresh alternative in Spanish-language television: arts and culture, science and nature, public affairs, history and biography, kids, lifestyle, cinema and sports, as well as Spanish-language versions of PBS programs presented from a U.S. Hispanic perspective.

Rojo's Seattle study surveyed 485 Latino households in the counties of King, Pierce, Snohomish, Skagit, Thurston, Kitsap, and Island for a 58-question, 22 minute study. Over 33,200 households were contacted.

In Yakima/Tri-Cities, over 11,000 households were dialed in Benton, Franklin, and Yakima counties to obtain data from 355 participants.

For each market, more than 400 unique data-points were collected to support the advertising or sales endeavors of local Latino media.

Rojo's other Seattle Latino media partners include radio groups Bustos Media and Salem Communications, and Central Washington partners Univision KUNW-TV and El Sol de Yakima Newspaper.

Potential future market studies include Austin, Boston, Denver, Las Vegas, Phoenix, and the San Francisco Bay Area.

Rojo Research specializes in local market syndicated Spanish media research as well as college and pro sports fan research.

Launched in September 2006, the company has quickly risen to one of the largest providers of fan research for NCAA college athletic programs.

If you would like more information regarding Latino media research, please contact Evelin Hernandez, Director of Latino Media, 503.954.2770.

Rojo Research - John Herron, President & CEO, 503.954.2747 | john@rojoresearch.com

 

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