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Special formats for shows & spots
The bull-fights, of course. Maybe some jai-alai, and lots of samba. But if you think that's all there is to Spanish programing, you'd better look and listen some more.
Take the simple matter of news coverage. Latin radio and tv undoubtedly places even more emphasis on news than the most community-minded NAB member. Reason: the latin listener has three communities in which he's vitally interested: His homeland, first; (Puerto Ricans and Mexicans remain deeply connected to their back-home affairs); his own local community and personalities, second; and the national and international scene, third (especially as it effects the Latin-American bloc).
Result is an emphasis on broadcast news that's a little overpow
ering, by anglo tastes. It's not unusual for 10 of 17 daily hours to be occupied by straight news and commentary (south of the border, there are plenty of stations that beam nothing but news 24 hours daily.)
Planning the commercials to be spotted with news programs may need a slightly different approach. Many Spanish-speaking listeners prefer the 10-second or 15-second announcement; it can be such a strong preference that some stations are diffident about selling minutes within news. The roundthe-clock news technique is therefore widely followed, often under the title "Radio Reloj" (Radio Clock). It breaks down, most often, into 45 seconds of news, weather and sports, 10 seconds of announce
ment, and 5 seconds time and identification. A typical format calls for Radio Reloj twice-daily, in four-hour segments, giving the client four announcements daily. How much can you say in 10 seconds? Since the latin tongue is used more rapidly, the average is probably 28 to 30 words per 10 seconds.
Dramatic serials are extremely popular: most are recorded in Mexico and other Latin centers. One shop has been set up in Panama, staffed by refugees from the famed CMQ Network in Cuba. Represented here by Caribbean Networks, the group currently has about 60 stations using their material. Sample synopsis: "En la barrera de lo prchibido: The story of a woman who sacrificed everything
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SPONSOR/5 NOVEMBER 1962