So, the buzz is all about an on-air promo for MundoFox, a new Spanish-language channel launched by News Corporation's Fox International Channels and Colombia's RCN network. Deadline.com published a FIRST LOOK of the promo this week, and from the looks of it, we are so confused.
We have seen the video a few times, and we are still confused. Here is why:
- The channel was developed for the growing Spanish-language market in the United States, but the whole campaign incorrectly uses the term "americano" in its print copy and in its video. In Spanish, "americano" refers to anyone from the Americas, both North and South. We know that the term "estadounidense" is clunky, but if you are going to say that you are "Cuban" and "American," saying "cubano americano" is confusing and just not accurate. "Soy cubano y vivo en Estados Unidos" is clearer, but it is not great copy. So when we heard this in Spanish, we didn't get it.
- Our favorite one, "boricua americana" is awful. Memo to those at MundoFox: Puerto Ricans are American citizens, no one calls themselves "boricua americano/a." We know what you were trying to do, but it is just another example of a campaign that tries to TRANSLATE a message instead of WRITING a message in Spanish.
- Ok, even if we think the campaign "Americano Como Tú" is effective is right (and we don't), what does it even mean? Is the network more Latin American than others? Will it be more global in its reach? Or will it be an Americanized version of a Latino world in the US?
- As for the trailer, what makes MundoFox different from the big boys, Univision and Telemundo? Here we go again, just another channel with really beautiful and packaged Latino people. Yawn.
Here's a concept: what about an actual TV channel with good programming? Hell, all you need to do is look at what mainstream FOX did with the JLO and Marc Anthony show. US Latino viewers might respond better to a more bilingual, bicultural format, if that is indeed the goal of MundoFox. They should try that, since THAT would get us to at least give MundoFox a chance. Yet when you already mess up on your first promo and confuse us, we don't have much faith in this channel's appeal.
Can anyone shed some light on this? We just don't get it. In the rush to get a Spanish-language network out there, the campaign misses the mark.