Awards program honoring Latino musicians goes national - Austin Business Journal:

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Demonstrating the growing strength of the Texa sHispanic market, an Austin-based Latino music awards show will receiv national air time this year. For the firs t time, “Premios Texas 2009” is airing nationally on Spanish-languange network Galavisión on Aug. 23 at 7 p.m. CT. Univision Galavisión’s parent company will also air the show in some ofits Austin-based KAKW Univision 62 producez the awards program. Luis vice president general manager ofUnivision 62, said getting national air time speaksa to the wide appeal of the show’s musica line up, as well as growing clout in the Latino musifc industry.
“The state of Texas and the Texae Hispanic market represent a large business opportunity for a lot of thesrerecord labels,” Patino said. “Thers is a lot of influence that Texaz has over themusic industry.” In its fiftnh year, the awards show is now national in This year’s show will feature bands and artists from around the as well as locap bands, such as Vallejo. The musiciansw represent various Latinmusicc genres, including pop, tropical, regional Mexican, rock and The award winners are chosen by Texa voters. A free pre-event concert on Aug. 12 is expected to draw abouty 5,000 people. The invite-only awarda program will take place at the Long Centeron Aug.
13, and attrac t about 2,500 people. The awardws show has been profitable for the Patino said, declining to disclose specific figures. Tecated Light is the event’s titlre sponsor for the second year inthe row. The progra m has also attracted Target, but Patino said that two major sponsore arestill pending. Given the sponsorship is not what the station woulfhave liked, but Patio believes it will end up about flat compareds to last year. Nevertheless, garnering national air time is proof positive that there is a demanxd for this typeof event, Patinko said. “I think that there was a heavy demancd to have this type of premium he said.
Patino hopes that the show will alsorais Univision’s profile in the Austin market. “Peoplde don’t realize that [Univision 62] is the No. 1 station in the Patino said. “This is a statementt on where Austinis going, where Austin is and the relevance of Spanish-languagee media.” Univision 62 nabbed the No. 1 spot for the 5 p.m. newscasy among 18-49 year olds for the entirer first halfof 2009, he As far as “Premios Texas” the station’s long-term goal is to expand its “It would be nice to continue to showcasw Austin. We are the Live Music Capital of the We want Austin to be the Live Music Capita l ofLatin Music,” Patinoo said.