Latin American Web Use To Grow 10% In Five Years
Internet usage in Latin America will rise by 10% by 2006, according to Jupiter Media Metrix. In a panel yesterday at Plug.In Latin, which marked the first day of the Billboard Latin Music Conference in Miami Beach, Fla., analyst Aram Sinnreich said that downloads are key in the region, as consumers seek to discover new music. In fact, Argentina and Brazil have higher rates of Napster use than the U.S.
Meanwhile, at the panel "Radio Programming for Unlimited Channels," the consensus was that Latin online radio stations need greater advertising support from labels. "A big problem is our [inability] to convince labels that we're another arm of the marketing plan," said Luis Brandwayn, president of Batanga.com. He added that, at this point, independent labels are advertising more than the majors. Melanie Masterson, VP of new media at EMI International Latin, countered that online radio has not yet proved its viability. "We know that radio results in sales?there's history and data to back this up. The same is not yet known about online radio," she said.
The Billboard Latin Music Conference runs through tomorrow.
Meanwhile, at the panel "Radio Programming for Unlimited Channels," the consensus was that Latin online radio stations need greater advertising support from labels. "A big problem is our [inability] to convince labels that we're another arm of the marketing plan," said Luis Brandwayn, president of Batanga.com. He added that, at this point, independent labels are advertising more than the majors. Melanie Masterson, VP of new media at EMI International Latin, countered that online radio has not yet proved its viability. "We know that radio results in sales?there's history and data to back this up. The same is not yet known about online radio," she said.
The Billboard Latin Music Conference runs through tomorrow.
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