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Defining A Product Market for Spanish-Language Broadcast Media: Lessons from United States v. Univision Communications, Inc. and Hispanic Broadcasting

2009; Taylor & Francis; Volume: 15; Issue: 1 Linguagem: Inglês

10.1080/10811680903446232

1532-6926

Amy Jo Coffey, Amy Kristin Sanders,

Merger and Competition Analysis

In 2003, a media merger with dramatic content and policy implications went largely unnoticed. Little attention was paid to the transaction because it did not affect the majority; it affected the largest minority population in the United States: Hispanics. Although up to 65% of Hispanics prefer Spanish-language media, most broadcast media now come from one corporation, Univision. In approving the consolidation of Univision and Hispanic Broadcasting, the FCC ignored product market findings by the Department of Justice as well as its own policy precedent, which includes numerous exceptions for Spanish programming to promote content and ownership diversity. Consistent with the FCC's mandate to protect the public interest, a demand-side analysis is undertaken, positioning the audience as consumer. Industry evidence, product market thresholds, and ownership rules are applied to United States v. Univision, Inc. and Hispanic Broadcasting, with the conclusion that a separate product market must exist for Spanish language broadcast media.