3169.1: Monday, November 13, 2000: 4:30 PM-6:00 PM

BEYOND BROCHURES: Exploring the Role of Spanish-Language Television in Public Education

Approximately 95 percent of the nation's 31 million Latino residents have direct access to Univision and Telemundo. Nielsen Media Research reports that these programming services reach some 10 to 12 million viewers, or nearly 40 percent of the nation's total Latino population. In order to better determine the potential public education role of Spanish-language television, NCLR's Center for Health Promotion and its nonprofit affiliate partner, EVS Communications, conducted a five-city focus group research effort in 1999. For the study, some 120 Latino residents in Los Angeles, New York, Chicago, Washington, D.C., and McAllen, Texas were interviewed at length about their viewing, listening and reading habits. The results of the investigation will be presented during the session by EVS Communications, who will also talk about their twelve years of experience as producers of Linea Directa, a unique public education television series that has been broadcast on the Washington metropolitan area's Univision station since 1990. The Coordinator of the Hispanic Communications Initiative at NIH will discuss the importance of changing the paradigm in Latino public health communications in order to place greater emphasis on the use of Spanish-language electronic media for outreach and education campaigns designed for Latino families. The Director of Hispanic Health Programs at NCLR's Center for Health Promotion, will talk about NCLR's work with EVS to reduce the amount of unregulated, inaccurate and often irresponsible public health information broadcast on Spanish-language television and radio today
See individual abstracts for presenting author's disclosure statement.
Learning Objectives: Refer to the individual abstracts for learning objectives
Facilitator(s):Yanira Cruz Gonzalez, MPH
Panelist(s):Eduardo López
Arturo Salcedo
Carlos Ugarte, MSPH
4:30 PMEfforts to reduce the amount of misinformation in the Spanish media
Yanira Cruz Gonzalez, MPH
4:30 PMLinea Directa: A TV program targeting Hispanics
Eduardo Lopez, Arturo Salcedo
4:30 PMPublic health communications
Carlos Ugarte, MSPH
4:30 PMThe role of private funding in telecommunications
Silvia M. Abularach, MD, MPH
Sponsor:APHA-Technology Center
Cosponsors:Food and Nutrition

The 128th Annual Meeting of APHA