ABSTRACT

Hispanic culture experienced a boom in visibility and popularity in the United States at the outset of the new millennium. Population growth, with its attendant profit potential was again a main driver, but not the sole one. Innovations in online and mobile communication technology also attracted attention and capital, leading to an unsustainable overvaluation of start-up companies and some established players in the digital field as well. The Spanish-language networks kept close tabs on emerging digital media and strove to keep pace with change in an environment of media convergence. This chapter recounts those efforts and other key developments, covering the years 2000 to 2006.