ETHNOS to Identify Ethnic Media Needs

In the UK, digital entertainment firm HUGE Entertainment has formed a partnership with ethnic research firm ETHNOS. The venture aims to help media owners and platform operators to identify revenue-generating on-demand entertainment opportunities among ethnic audiences.

ETHNOS@HUGE will provide information about the specific needs of the UK's ethnic population of around five million people. Ten percent of the UK's adult population is of ethnic origin, yet the firms say conclusions from a recent study found that 78% of black, 77% of Asian and 50% of Chinese consumers in the UK believe that mainstream marketing is irrelevant to them.

Co-founder of HUGE Entertainment Mark Bradford says that the alliance will ensure that media owners and platform operators understand the size and potential of the market, and take into account differences between and within individual ethnic groups, such as race, culture, gender and generation.

As an example, Bradford says that although second or third generations of a population are likely to have different attitudes to its first generation immigrants, they do not consume brands and media in the same way as the mainstream population.

'The ethnic community in the UK is both diverse and dynamic,' confirms Hamid Rehman, Director at ETHNOS. 'This makes it understandably difficult to reach - but highly rewarding for those that invest time and effort in understanding what each sub-sector perceives to be relevant to its lifestyle.'

HUGE Entertainment will use the results of the study to produce tools to deliver 'targeted and innovative on-demand entertainment.'

Web sites: www.hugeentertainment.co.uk and www.ethnos.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.