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Univision, Ramos -- And Trump's Schadenfreude-ian Slip

Photo Credit: Scott Olson/Getty Images

Photo Credit: Scott Olson/Getty Images

Univision, Ramos -- And Trump's Schadenfreude-ian Slip

Originally posted at MediaPost

by J. Max Robins

Donald Trump may rue the day late last August when he had Jorge Ramos tossed out of a press conference shouting “go back to Univision.” The Donald took umbrage that Ramos would have the impertinence to grill him about his draconian, racist immigration rants, and had his goons show him the door.

Getting the jackboot from The Donald — no badge of honor, as it may have seemed to some like-minded correspondents at the 1968 Democratic National Convention — appeared to reignite Ramos’ ambitions, and take his anchor brand as the “Latino Walter Cronkite” beyond his aging Hispanic fan base. As NPR’s David Folkenflik recently noticed, Ramos “chases three quarries: voters, viewers and relevance.”

Part of the Ramos plan is to embrace Facebook’s recently unveiled feature, Facebook Live, to reach a digital native audience that spends relatively little time getting news from TV. The numbers have been striking for these unvarnished video streams of Ramos on the campaign trail. On the night of the Iowa Caucuses, his Facebook Live communiques were viewed by 2.6 million people. On New Hampshire primary day, three long live reports on the platform were watched 4 million times.

I figure that this is quite a different audience than the one that watches Ramos as co-anchor of Univision’s signature nightly newscast “Noticiero,” or the Sunday public affairs show “Al Punto,” as well as his weekly news magazine show “America” on Univision’s English-language sister network Fusion.

The emergence of Ramos as a 57-year-old Facebook video Latino news superstar is happening in tandem with a multiplatform Univision drive to register Hispanic voters, dubbed “Vote for America.”

Read the full article on MediaPost