Lisa Torres of ZenithOptimedia: We have to look at Hispanic ratings objectively

(Patricia Blanco). With a census that show enormous growth of second-generation Hispanic population and the apparent leadership in ratings reported by Hispanic networks in the U.S., Lisa Torres, President of Multicultural Services at ZenithOptimedia, stresses the need to interpret these figures.Regarding recent reports that place Univisión as the number one network in ratings in the U.S., she commented to PRODU: “I believe we have to see what is going on in Anglo TV. There are moments in which Univisión clearly outperforms all other media with a show like the Latin Grammy’s, which are like the Oscars for us. There are other moments in which Univisión is number one because there is nothing else on the other channels. I’m not trying to downplay what they are doing, but I believe we need to look at it objectively.”Torres points out that all networks, in general, will increasingly have to answer to strong content, capable of attracting diverse audiences. “If you see what is happening with Telemundo’s La reina del sur, you can clearly see that it is attracting a high-level bilingual audience. The telenovela is a “killer” in terms of content, and it has a social media platform that I believe had never been built before in the U.S. Hispanic market,” she added.