The Great Digital Divide: Facing Fear and Opportunity at The Executive Panel by Christina Cicchelli

As NAMIC celebrates its 30th anniversary, President Kathy Johnson reminds her captivated guests that the very foundation of the organization: “Help provide you with the tools to shape a 3D future.” And the future was the topic at hand at this morning’s Executive Panel. With the advancement of digital technology used to connect with the ever-increasing minority demographic as consumers and/or entrepreneurs comes great apprehension, or perhaps opportunity. This unique attitude was the underlying tone of today’s executive panel, 3D: Digital, Diversity, and Demographics.

FCC Commissioner and Keynote Speaker, Mignon Clyburn may have jokingly forgave her audience of cable professionals for such hyper-reality hits like Jersey Shore, but she is ambitious to not only change the look of all technology but also change the minds and mentality of the media world as well. With great veracity, Clyburn reminded us that we are on the brink of experiencing the “Majority Minority”, a term that best describes the increasing population of non-whites to whites in this country. Coupled alongside this phenomenon are the advancements in digital technology that consumers both young and old have come to embrace: Broadband cable, social media like Facebook, and mobile capabilities. “Delivering content [sic] over the broadband networks is a great example of one of these opportunities that are scary and yet exciting,” said Clyburn, who affirmed that the integration of both the new digital media and new demographic means innovative thinking on behalf of advertisers and networks who are desperate to reap the benefits of this major transition. But, as she also mentioned, it also affirmed that education and value in these different technologies are essential for consumers and entrepreneurs who hope to reap its benefits as well.

The 2010 Census was a highly anticipated topic in today’s panel, as it reflected the “Majority Minority” that Clyburn mentioned. Although this national survey has always held great significance in our country, Dr. Leobardo Estrada, Associate Professor of Urban Planning at UCLA, believed that now more than ever this information will help advertisers and cable networks market appropriately to the corresponding changes. An increase in non-white voters, a rise in baby boomers whom have yet to leave the workforce, and the inflation of small businesses owned by minorities means that media must accommodate their demands. As Dr. Estrada told the audience, “The real challenge comes in the workplace and in the corporate culture and whether or not it can catch up with the diversity that has overtaken it.”


The panelists, moderated by ABC News Anchor Juju Chang, hoped to address these very challenges. In response to Estrada’s analysis of the 2010 Census, President and CEO of NCTA, Kyle McSlarrow, was optimistic about this integration: “Challenges and opportunities are one in the same,” he said. Cesar Conde, President of Univision Networks, made sure that he delivered content that would “…inform, obtain, and empower the Latino community here at the United States.” A similar objective was also heard from BET President and COO, Scott Mills. In response to delivering quality content to his audience, he also used a very simple mission: “Respect, reflect, and elevate.” Laureen Ong, President of The Travel Channel, spoke from a personal perspective, recounting her trips to Hong Kong. “If you really want to understand cultural diversity,” Ong said. “Put yourself in a situation that’s outside of your comfort zone.” This very statement defined the atmosphere of the panel: Cable Networks and advertisers are hungry to find new and better ways of reaching their changing audience.


3D: Digital, Diversity, and Demographics may have touched upon the anticipated concerns of a minority that has already begun to imbibe digital technology, but this very integration proves hopeful, if not empowering for those who learn of its great advantages and utilize them in very creative ways.