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See who is watching our channels and learn why you should advertise with us:

Audience Profile:

Immigrant consumers are more likely to spend more time with media than the majority, to be informed and to learn how to “live” according to the norms of their new country.

New émigrés may be more inclined to use ethnic media to understand their minority society and keep informed about events in their home country.

Emigrés may use ethnic media for entertainment purposes, since humour and entertainment are culturally loaded and difficult to appreciate cross culturally.

Almost half of ethnic expatriates continue to use ethnic media, even those who have been in the country for years. This contradicts the conventional belief that ethnic consumers will behave like majority consumers after a few years. Ethnic media strategies should be a permanent component in any future advertising plan in order to capture culturally diversified markets.

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