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More Notes: African-American Viewing, New Lee Daniels Film, MTV Logos

By Rich Heldenfels Published: September 25, 2012

Nielsen notes that, while African-Americans watch more TV on average than the population as a whole, younger African-Americans are moving past traditonal TV.Details are here. A summary:

The average African-American viewer watches nearly seven hours of television daily, almost 2.5 more hours per day than the average viewer in the U.S., according to the new Nielsen report, African-Americans: Still Vital, Still Growing. This fact should pique the attention of marketers and advertisers alike, particularly considering that, in 2012, the African-American population in the U.S. reached almost 43 million and continues to grow at more than one-and-a-half times the pace of the general population.

Between generations, however, TV viewership among African-Americans is deeply incongruent. African-American Baby Boomers (45-64 years old) spend 7 hours and 53 minutes daily watching live TV, while their younger Generation Y counterparts (18-34 years old) spend almost two-and-a-half hours less time viewing live content (5H:12M). This divide makes sense when you consider the myriad new and ever-expanding viewing options that the traditionally more tech-savvy Gen Y has, at their fingertips.

 Here's the news on Daniels' movie, currently in production:  The Weinstein Company (TWC) announced today that they have acquired U.S. rights from Butler Films to distribute THE BUTLER, directed by Academy Award nominated Lee Daniels (PRECIOUS). ...

Comprising this award-winning cast are: Forest Whitaker (THE LAST KING OF SCOTLAND), Oprah Winfrey (THE COLOR PURPLE), Mariah Carey (PRECIOUS), John Cusack (THE PAPERBOY), Jane Fonda (ON GOLDEN POND), Cuba Gooding, Jr. (JERRY MAGUIRE), Terrence Howard (HUSTLE & FLOW), Minka Kelly (THE ROOMMATE), Lenny Kravitz (PRECIOUS), Melissa Leo (THE FIGHTER), James Marsden (X-MEN), David Oyelowo (THE PAPERBOY), Alex Pettyfer (MAGIC MIKE), Vanessa Redgrave (CORIOLANUS), Alan Rickman (CBGB), Liev Schreiber (X-MEN), and Robin Williams (GOOD WILL HUNTING).


THE BUTLER, based on the screenplay by Danny Strong & Lee Daniels, is inspired by Wil Haygood’s Washington Post article about an African-American man who served as a butler (Whitaker) to eight Presidents in the White House for over thirty years. From this unique vantage point, THE BUTLER traces the dramatic changes that swept American society, from the civil rights movement to Vietnam and beyond, and how those changes affected this man’s life and family.

“What moves me most about this man is his quiet nature, grace and unmatched perspective that comes from being in one place – a very powerful one – during what was arguably the period in American history that saw the most change,” said Daniels, whose most recent film, THE PAPERBOY, premiered at the 2012 Cannes and Toronto Film Festivals, and will also be featured in this fall's New York Film Festival.

If you're wondering what gives with all that red-white-and-blue on MTV networks today, here's the explanation: In 2008, 6 million Americans told the US Census that they did not vote because they did not know how to register or they missed their state's voter registration deadline. In response to this staggering number, MTV today announced that MTV, MTV2, mtvU, MTV Hits and MTV’s Facebook and Twitter profiles will turn their logos red, white and blue with the network’s “Power of 12” election campaign on Tuesday, September 25, 2012 in honor of National Voter Registration Day, encouraging young people nationwide to register to vote., and will also go red, white and blue, and each person who visits these sites will be immediately greeted by a simple tool – developed in partnership with Rock the Vote– to make it quick and easy to register to vote. The network will also canvas its on-air programming with new “Power of 12” spots debuting throughout the day, and over 250 on-air messages across MTV channels driving viewers to register to vote.

"By turning every MTV screen red, white and blue on National Voter Registration Day, we're working to help ensure no young person in the country has their voice muted because they didn't know when, where or how to register to vote," said Stephen Friedman, President of MTV. "We know that if youth register, they vote, and we're doing everything in our power to ensure Millennials are a force to be reckoned with on November 6th."



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