News Column

AOL Time Warner Celebrates Hispanic Heritage Month

September 25, 2002
Student artwork displayed on the AOL@School Channel, celebrating Hispanic Heritage Month.
Student artwork displayed on the AOL@School Channel, celebrating Hispanic Heritage Month.

NEW YORK (BUSINESS WIRE) – AOL Time Warner and its divisions announced a broad range of content, public awareness, research and philanthropic initiatives to celebrate Hispanic Heritage Month, which runs from September 15 until October 15.

AOL Time Warner CEO Richard Parsons said, "Hispanic-Americans have made, and continue to make, tremendous contributions to the life of this nation. Through our programming and the content of our brands, we at AOL Time Warner want to recognize and celebrate these contributions. Further, knowing how important higher education is to success, we're mounting a public awareness campaign that will help provide opportunity for countless deserving young people."

The company kicked off this celebratory month last week with the launch of a public awareness campaign with the Hispanic Scholarship Fund (HSF) to promote Hispanic higher education. The Public Service Announcements (PSAs) will run throughout the month over Time Warner Cable systems, in Time Inc. publications and on the AOL service.

AOL Time Warner Brands Take Lead in Recognizing Hispanic Heritage

Each of AOL Time Warner's divisions will recognize Hispanic heritage through programming and special events throughout the month. In addition to activities planned specifically to mark Hispanic Heritage Month, there are many ongoing programs throughout the Company which acknowledge the contributions of Hispanic Americans.

Some highlights include:

•AOL: AOL Latino, AOL's Spanish language channel, will run original content throughout the month at AOL Keyword: Hispanic Heritage Month, with features such as celebrity chats, Latinos in Hollywood, photo galleries and an interactive Latin America trivia map.

Also, AOL Music and AOL Latino are partnering to provide coverage of the Latin GRAMMY(R) Awards in both Spanish and English.

AOL is supporting educational efforts by promoting Network for Good's Hispanic Scholarship Fund content package throughout the service. In addition, AOL@SCHOOL will offer Hispanic Heritage Month resources and activities for teachers and K-12 students that celebrate the history, accomplishments and culture of Hispanic Americans.

•CNN: CNN En Espanol and CNN Student News have developed a special Hispanos de Estados Unidos series for classrooms, featuring programming on Hispanics in American culture, politics and education, as well as a host of other issues.

•HBO: HBO Films, in association with Newmarket, will release Real Women Have Curves in theaters in October. Winner of the Sundance Audience Award, the film tells the story of a young Mexican-American woman's struggle between heritage and ambition.

HBO Latino will premiere The Bronze Screen: 100 years of the Latino Image in Hollywood on September 30 at 8 p.m., kicking off a month of independent films, titled El Otro Cine, every night in October.

HBO also donated its creative talent and other resources to help create the Hispanic Scholarship Fund PSAs.

•Time Warner Cable will air the Hispanic Scholarship Fund public awareness campaign PSAs on its cable systems in major cities.

•Turner Classic Movies will pay tribute to the contributions of Hispanic actors with a 25-film festival featuring classics such as West Side Story (starring Rita Moreno), Vera Cruz (starring Caesar Romero) and I Accuse (directed by and starring Jose Ferrer).

The films will be interspersed with clips and interviews with Hispanic stars such as Ricardo Montalban, Maria Conchito Alonzo and Ms. Moreno.

•The WB Network premiered Greetings from Tucson, an unconventional family comedy based on the personal experiences of Mexican-American executive producer and creator Peter Murrieta, on Friday, September 20, at 9:30 p.m. ET/PT.

On Saturday mornings at 9:30 a.m. ET/PT, Kids' WB! airs iMucha Lucha!, a bold and visually dynamic animated comedy-adventure that celebrates the Latin culture and explores the Mexican phenomenon of masked wrestling called Lucha Libre.

•Warner Bros. Television rolls out the second season of George Lopez on Wednesday, October 2, at 8:30 p.m. ET/PT. Executive-produced by Sandra Bullock, the show stars stand-up comedian George Lopez and versatile actress Constance Marie (who graces the cover of the current issue of Latina magazine and is named as one its five Latina "It Girls").

Additionally, on Tuesday, September 17, the National Hispanic Foundation for the Arts (NHFA) honored Ms. Bullock with the 2002 Raul Julia Award for her vision in developing George Lopez.

•Warner Music Group will release the official Latin GRAMMY Awards nominees compilation in late September.

AOL Time Warner and PEOPLE EN ESPANOL Wrap Up Month with Hispanic Opinion Tracker Study

In partnership with PEOPLE EN ESPANOL, AOL Time Warner will close Hispanic Heritage Month with the release of the third annual Hispanic Opinion Tracker (HOT) Study, one of the most comprehensive national opinion polls of the Hispanic community.

Based on interviews with more than 6,000 respondents, The HOT Study covers a wide-range of topics including Hispanic media consumption, language usage, consumer behavior, attitudes toward advertising and brands, political views and core values.

Lisa Quiroz, Publisher of PEOPLE EN ESPANOL, said, "The HOT Study 2002 findings will help us further identify the beliefs and attitudes of the Hispanic consumer. The study was created to provide the magazine, its advertisers and participating AOL Time Warner properties with an all-inclusive look into this thriving and continuously growing market."

Earlier this month, Ms. Quiroz was awarded the prestigious 2002 Hispanic Heritage Award for Leadership. The annual Hispanic Heritage Awards ceremony was held at Washington's Kennedy Center on September 20.

Company Contributes to Hispanic Higher Education

AOL Time Warner will also show its support for Hispanic Heritage Month by partnering with HSF and the Hispanic Association of Colleges and Universities (HACU) to provide scholarships and to recruit Hispanic students as AOL Time Warner STARS summer interns.

In addition, HOLA@TimeInc., Time Inc.'s Hispanic affinity group, has organized a campaign to raise money for HSF through employee contributions - augmented by Time Inc.'s generous 3-for-1 match program.

Kathy Bushkin, President of the AOL Time Warner Foundation and Senior Vice President, AOL Time Warner, said, "We're pleased to be able to contribute so much toward Hispanic Heritage Month, not only in important partnerships, but by putting our company's resources behind raising awareness of Hispanic issues, building funds for Hispanic education and putting Latinos front and center in our programming."



Source: Business Wire


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