US Hispanic Marketing

Imagine an evening at home a few years from now. You and your family have staked out your usual spots in front of the TV. Make that TVs. Upstairs your teenager, who has a report due on the history of television, is skimming through whole seasons of comedy shows from the 1950s, all available at the touch of a few buttons on his remote. Your youngster is in the kitchen watching four pennant-race baseball games simultaneously—all on one screen—while pulling down player stats from the web and sending instant messages. You and your spouse are settling in to watch a documentary you read about at lunchtime—thank goodness you were able to use your cellphone to program your set-top box.

If all that seems overwhelming, also keep in mind that none of you is watching any channels, which means marketers can’t easily reach, say, the teen by buying..