Nielsen Media Buys Their Way Into The Good Graces of The Imagen Foundation
The Imagen Foundation began over 20 years ago with the help of then prolific producer Norman Lear (All in the Family, The Jefferson’s, Maude, etc.). Lear was acutely aware of the near absence of positive portrayals of Latinos in the entertainment industry and understood the importance of positive images and he thus helped create the Imagen Foundation with founder Helen Hernandez to reward media that positively portrayed Latinos on television and film. Its a great foundation with a great mission. Sadly, over 20 years later, the absence of positive portrayals of Latinos in the media still persist, especially on English language television.
This year’s Imagen Award Event was polluted by the fact that Nielsen Media Research BOUGHT a major sponsorship package and Susan Whiting, Nielsen’s CEO was then honored with The Imagen Foundation President’s Award.
The irony of rewarding an organization like Nielsen Media Research (which directly contributes to the lack of Latinos on English language television with its faulty methodology) with the President’s Award from an organization who’s purpose is to better represent Latinos in media (The Imagen Foundation) was not lost on us. As recipients of three consecutive Imagen Awards, we sadly had to sit this event out on moral grounds.
After receiving an email from the Imagen Foundation’s founder, Helen Hernandez, as to why AIM Tell-A-Vision’s participation was so low, we responded with the letter below. Its a sad but true fact that Nielsen Media Research, a multi-billion dollar corporate monopoly throws money at well intentioned and often not for profit Latino organizations like the Imagen Foundation and the result is a short term gain for that organization (who often struggle for sponsorship support) but in the end inadvertently hurts the fight to get more positive AND ACCURATE portrayals of Latinos on Television.
As long as Nielsen can buy the silence of their potential biggest critics they won’t change. And as long as they don’t change we will continue to have a misperception that ALL Latinos watch novellas and soccer on Spanish TV.
But our criticism is not for sale and we won’t stop until change has occurred and Nielsen fairly represents U.S. born Latinos in their sample.
August 15, 2006
Ms. Helen Hernandez
Imagen Foundation
Dear Helen,
After our recent phone discussion I wanted to formally clarify our position on the Imagen Foundation’s plans to honor Susan Whiting of Nielsen Media Research. I respect and admire you and the Imagen Foundation and appreciate the goals of the awards to recognize those making significant contributions to accurate and positive portrayals of Latinos in TV and Film.
Though we are an independent production company with very limited capital, we’ve always tried to be as supportive as possible of the Imagen Foundation Awards by attending, purchasing extra tickets and spending time and money distributing press releases, airing on air promos and building promotional materials around our success with the Imagen Awards the past few years.
For the 2006 awards ceremony, we intended to be more supportive financially. Our plans were put on hold when we learned of the decision to honor the CEO of Nielsen Media Research with the Imagen Foundation President’s Award. We believe Nielsen Media Research is directly responsible for the absence of Latinos on English language television since their current language stratification methodology ignores the factor of Nativity (U.S. Born / Non U.S. Born) despite a mountain of credible research indicating otherwise.
Beginning in 2004, we spent considerable time and energy with meetings informing Nielsen of this issue only to be misled and stalled. We then unveiled ChangeTheSample.com to widespread media attention in an effort to educate the industry. Nielsen’s spokesperson, Jack Loftus, responded with personal attacks in an effort to discredit our very legitimate argument for change.
Nielsen has allocated some money (small relative to their billions) to Latino not for profit organizations (such as The Imagen Foundation) and hired liaisons of Latino descent, we believe, in an effort to silence critics and divert attention. While this may be good for a few people in the short term, in the long run, it doesn’t address the issue that Nielsen’s Ratings Service is inaccurate and does not fully account for U.S.-born Latino-viewing (leading to fewer Latino programs and positive, accurate portrayals of Latinos on television).
I understand and respect the Imagen Foundation’s right to honor Nielsen Media research for the President’s Award. I ask that you also respect our position. We look forward to supporting the Imagen Awards in the years to come when Nielsen is not being honored or is being honored instead for their willingness to change their Hispanic methodology to account for Nativity. I wish you and the dedicated Imagen team the best of luck on another successful event.
Regards,
Robert G. Rose
AIM Tell-A-Vision / American Latino TV
This year’s Imagen Award Event was polluted by the fact that Nielsen Media Research BOUGHT a major sponsorship package and Susan Whiting, Nielsen’s CEO was then honored with The Imagen Foundation President’s Award.
The irony of rewarding an organization like Nielsen Media Research (which directly contributes to the lack of Latinos on English language television with its faulty methodology) with the President’s Award from an organization who’s purpose is to better represent Latinos in media (The Imagen Foundation) was not lost on us. As recipients of three consecutive Imagen Awards, we sadly had to sit this event out on moral grounds.
After receiving an email from the Imagen Foundation’s founder, Helen Hernandez, as to why AIM Tell-A-Vision’s participation was so low, we responded with the letter below. Its a sad but true fact that Nielsen Media Research, a multi-billion dollar corporate monopoly throws money at well intentioned and often not for profit Latino organizations like the Imagen Foundation and the result is a short term gain for that organization (who often struggle for sponsorship support) but in the end inadvertently hurts the fight to get more positive AND ACCURATE portrayals of Latinos on Television.
As long as Nielsen can buy the silence of their potential biggest critics they won’t change. And as long as they don’t change we will continue to have a misperception that ALL Latinos watch novellas and soccer on Spanish TV.
But our criticism is not for sale and we won’t stop until change has occurred and Nielsen fairly represents U.S. born Latinos in their sample.
August 15, 2006
Ms. Helen Hernandez
Imagen Foundation
Dear Helen,
After our recent phone discussion I wanted to formally clarify our position on the Imagen Foundation’s plans to honor Susan Whiting of Nielsen Media Research. I respect and admire you and the Imagen Foundation and appreciate the goals of the awards to recognize those making significant contributions to accurate and positive portrayals of Latinos in TV and Film.
Though we are an independent production company with very limited capital, we’ve always tried to be as supportive as possible of the Imagen Foundation Awards by attending, purchasing extra tickets and spending time and money distributing press releases, airing on air promos and building promotional materials around our success with the Imagen Awards the past few years.
For the 2006 awards ceremony, we intended to be more supportive financially. Our plans were put on hold when we learned of the decision to honor the CEO of Nielsen Media Research with the Imagen Foundation President’s Award. We believe Nielsen Media Research is directly responsible for the absence of Latinos on English language television since their current language stratification methodology ignores the factor of Nativity (U.S. Born / Non U.S. Born) despite a mountain of credible research indicating otherwise.
Beginning in 2004, we spent considerable time and energy with meetings informing Nielsen of this issue only to be misled and stalled. We then unveiled ChangeTheSample.com to widespread media attention in an effort to educate the industry. Nielsen’s spokesperson, Jack Loftus, responded with personal attacks in an effort to discredit our very legitimate argument for change.
Nielsen has allocated some money (small relative to their billions) to Latino not for profit organizations (such as The Imagen Foundation) and hired liaisons of Latino descent, we believe, in an effort to silence critics and divert attention. While this may be good for a few people in the short term, in the long run, it doesn’t address the issue that Nielsen’s Ratings Service is inaccurate and does not fully account for U.S.-born Latino-viewing (leading to fewer Latino programs and positive, accurate portrayals of Latinos on television).
I understand and respect the Imagen Foundation’s right to honor Nielsen Media research for the President’s Award. I ask that you also respect our position. We look forward to supporting the Imagen Awards in the years to come when Nielsen is not being honored or is being honored instead for their willingness to change their Hispanic methodology to account for Nativity. I wish you and the dedicated Imagen team the best of luck on another successful event.
Regards,
Robert G. Rose
AIM Tell-A-Vision / American Latino TV
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