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When Nickelodeon started three shows with Latino themes over the last year, officials said they wanted to reflect the world children lived in. All the shows, the first of their kind for the cable network, have done well but the big hit features as its star a 7-year-old Hispanic girl who speaks both English and Spanish and lives in a fantasy world -- that of cartoons. In less than a year, the show, 'Dora the Explorer,' an animated series, has become the top-rated show for preschoolers, ages 2 to 5, in commercial television. The instant popularity of the show, which is shown weekday mornings on Nickelodeon and Saturday mornings on CBS, led the network, a unit of Viacom, to start a 'Dora' line of toys and apparel last month, much sooner than it usually takes to develop a market for such products. As a result, 'Dora' may become as profitable as two other Nickelodeon hit shows, 'Rugrats' and 'Blue's Clues,' each with about $1 billion in product sales a year, network executives say. 'Dora' is a rarity in television, a show with a Hispanic lead character.
Her success raises the question of how much of a breakthrough Hispanic-oriented programming can make on mainstream television in the face of continued network skittishness; an industry with few Hispanic writers, producers and executives; and a push by the Spanish-language networks to capture the bilingual market. Latinos in particular have a higher proportion of young people than the overall population -- 35 percent are younger than 18, compared with 26 percent for the country as a whole. The Hispanic population grew more than 60 percent in the last decade, to 35 million, or 12.5 percent of the overall population. Last year, the major broadcast networks undertook efforts to integrate prime-time shows under pressure from minority groups, but so far have come up with few Latino characters. While television has increased the casting of black actors, a coalition of Hispanic, Asian and Native American groups recently gave the four major networks grades of C to D -- for diversity in prime time. Groups like the National Council of La Raza recognize some progress -- ensemble casts for new situation comedies and dramas now routinely include people of color, said Lisa Navarrete, a spokeswoman for the group.
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Paula Madison, NBC's vice president for diversity, says the days of all-white ensembles, like 'Friends' and 'Frasier' are over, as far as new shows are concerned. But some network officials and advertising agencies said that appealing to the Latino audience posed special challenges because it was split between viewers who spoke mostly Spanish and those who spoke mostly English. In some markets, the two Spanish-language networks, Univision Communications and Telemundo, capture more than half of Hispanic viewers. And in trying to diversify characters without sacrificing viewers, some networks are going the route of ensemble casts that include people of color, rather than mostly black or mostly Hispanic shows. Whatever the reason, Ms. Navarrete argued, the result is a dearth of dramas and comedy programs in English that portray the Hispanic experience and that have Latino characters who are not secondary characters or cast as maids. 'Nickelodeon is breaking the myth that non-Latinos won't watch a program about Latinos,' she said.
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'These are shows that are appealing to all kids.' Advertisement There is, of course, the question of how much of the success of shows intended for a cable niche audience, and a children's audience at that, could be translated to prime-time television for adults. 'Resurrection Boulevard,' a Latin-themed drama on Showtime, also a unit of Viacom, now in its second season, has had only modest ratings so far. ''There's no relationship between the two marketplaces,' said Jonathan Goldmacher, a senior vice president for the advertising agency Saatchi & Saatchi. 'Kids love learning. When things are different that's very attractive to them. It's very empowering for kids to walk around the house saying 'amigo.'