US Hispanics interested in more Bollywood fare | Media Analysis | Business
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Latino audiences of all nationalities are interested in foreign-film productions, as local fare falls short, according to research from Zee Mundo.


bollywoodZee Mundo, Bollywood's first Spanish-language film channel, found in a survey that the vast majority (70%) of the viewers surveyed regularly watch movies in Spanish or English; but one in three said they lacked options and variety. And about eight out of 10 were interested in having more films they can see as a family.

“This study corroborates what we have known for a long time, that despite the explosion of content and the many existing channels, the Spanish-speaking audience considers their entertainment options to be very limited, both in quantity and quality, and they value the production quality of new foreign films,” said Javier López Casella, GM for the US Hispanic and Latin American market at Zee Entertainment.

For Spanish-speaking audiences, 70% said they were interested in films that were box office hits internationally, while the same percentage said they were interested in cinema that showed other cultures and lifestyles. About 60% of Spanish-language moviegoers were interested in films other than those shown in theatres.

Getting to the relevance of its own content, Zee Mundo asked whether respondents would be interested in its own Bollywood content — 74% said yes.

“There is a lot of interest among Latinos in foreign quality content, both entertaining and expanding cultural horizons," said Adriana Waterston, SVP, research and strategy, Horowitz Research, adding: "This study challenges the wrong perception that Latinos are only interested in ‘Hispanic’ content. Real interest in Bollywood content has been revealed, and to some extent Hispanics perceive a strong cultural affinity with Indian film characters and their stories."