In anticipation of election 2016, coincidentally the year where two Hispanic Americans are running for president, Univision, the country’s top-rated Spanish-language network, says it plans to register about three million new Latino voters, roughly the same number of young adults who have come of voting age since the last presidential election, according to the New York Times.
The ambitious campaign will include on-air editorials and grass-roots events like town-hall-style forums to try to take advantage of the sheer number of young Latinos, and to turn those numbers into a powerful voting bloc, though the network insists its efforts will be nonpartisan.
This plan of action is not new, of course. MTV pioneered a campaign of this sort more than a decade ago. Reports the Times:
Other television networks have tried to take up the mantle of voter registration when they saw their audiences as significantly underrepresented in national elections. MTV memorably partnered early on with a nonprofit, Rock the Vote, that pioneered telephone and online registration systems in the 1990s to try to get more young people to the polls.
The results have been mixed, however, and to make a dent in the electorate (and to be pandered to as African Americans have been in this election), young Latino Americans have to both register and actually get out and vote. A Pew Research center report says that turnout for Hispanic voters in 2012 was only 48 percent. For blacks it was 67 percent; for whites, 64.1 percent.
Univision says its efforts will extend to all of its online properties in a “multicultural effort,” including Fusion, its digital platform for millennials, and The Root, an African-American news and culture site.
Read more at The New York Times.