The Univision network has launched a multi-media campaign names "Ya Es Hora" (Now is the Time) on its air to encourage Hispanic immigrants to become citizens and register to vote in the presidential election next year. According to the federal immigration data of the 8 Million legal residents eligible to become citizens the majority are from Latin American countries.
The campaign consists of public service announcements detailing the process, costs and where to go to get help with the application. They also provide pop quizzes with questions from the citizenship exam. Being dubbed as a community service campaign, once has to ask what is the real motivation behind the campaign?
Although we can't deny that Univision does good for the Hispanic community in America, one has to wonder if there isn't some other motivation for them. Like attracting more attention to the Hispanic vote and therefore increase the ad spent by political candidates on all Spanish networks. Remember TV ad spending usually increases during election years, and I am sure we will probably report next year how ad spending is up in the 4th quarter of 2008 versus 2007.
Mountain View Community College
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