CBS to air Latin Grammys in 2004

2003 kudocast saw across-board bumps in viewership

CBS will broadcast the fifth annual Latin Grammy Awards next year. Kudocast, the largest celebration of Latin music on television, will again be held in the fall. Los Angeles and Miami, where the awards have previously been held, are frontrunners to host, with New York City considered as well.

“Broadcasting the Latin Grammy Awards reaffirms CBS’ commitment to diversity as well as the best in entertainment programming,” said CBS chairman-CEO Leslie Moonves.

More viewers

This year’s kudocast saw across-the-board bumps in viewership vs. the 2002 telecast. The 2003 Latin Grammys posted a 3.5/06 with 5.11 million viewers, up 21% in households and 19% in adults 18-49. The 2001 event was postponed due to the 9/11 terrorist attacks.

“There are a fair number of advertisers interested in attracting a (Hispanic) audience on an English-language broadcast television network,” CBS senior VP of specials Jack Sussman told Daily Variety. “This is a TV event that touches a lot of people who don’t get reported by Nielsen. We know it’s a successful event because we see results in the aftermath — in increased radio play, album sales, record promotion and stories.”

Annual option

CBS has an annual option on the Latin Grammys as part of its deal with the Recording Academy to broadcast the Grammy Awards.

The Latin Grammys will feature 41 categories covering many regional genres of Latin music and four general categories: record, album and song of the year as well as best new artist. CBS will distribute the show internationally to an estimated 120 countries.

In addition to producing the Latin Grammy Awards, the Latin Recording Academy offers educational, human services and membership outreach programs in countries including Mexico, Brazil, Colombia, Argentina and Spain.

As the event grows, Sussman confirmed that it could some day be staged internationally. He mentioned San Juan, Puerto Rico; Mexico City; Barcelona; and Rio de Janeiro as possibilities.

“Those are great cultural music centers that could be great creative partners in an event like this,” he said.

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