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Advertisers wishing to reach the lucrative Asian market have had increased opportunities in recent months, as new Asian cable networks such as AZN and ImaginAsian TV build their distribution. AZN is in about 14 million homes through cable systems such as Comcast, Media Life reports, while ImaginAsian TV has grown to a distribution of about 2 million homes. Among the U.S.’s ethnic groups, Asians have held a low profile in the media, particularly compared to Hispanics and African Americans. There are about 131 media outlets targeting Asians, including 75 cable channels and nine broadcast stations, compared to about 1,100 outlets for African Americans and 985 for Hispanics.
Advertisers can get a strong return on investment in the Asian market because Asians have a higher income level than the general market. And, it’s a fast-growing ethnic group, expected to grow 68 percent from 2000 to 2020, when it will reach 18 million people. But, while the Asian demographic is an attractive one for advertisers, it’s complicated by the fact that the population is so diverse, with dozens of languages. Networks like MTV Desi are avoiding that issue, programming primarily in English.
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