Strength can also bring change to reverse recent media business activity: “A voice in your community has been silenced,” said Cruz, with the mass acquisition of Spanish radio talk stations across the nation now being converted by the new owner to a music-only format. Such syndicated programming has impacted staffs; one station in Los Angeles alone laid off 50 workers, Cruz noted.“One reason they did it is for profit, the other reason is you didn’t care. . .your voice is your pocketbook,” and people must demand that the media “informs and educates as well as entertains.”The same can be said about television, as networks recognize the Latino market and the power of their consumer dollars, and television station acquisitions are also underway and should be carefully watched, Cruz noted.In addition, 22 percent of KNBC’s viewers live in Ventura County, but “it is the only county without a new bureau,” which could be related to the region’s growing Latino population. “You have to ask for coverage, let them know that Santa Paula and Ventura County need to be included. . .if you care enough to express yourself, they will listen. America today has to accept the fact that its voice has accents,” of many nationalities, including Latinos. “Our dreams are the American dream, our hopes the hopes of all Americans.”Cruz concluded by urging activism: “I brought my children here tonight because I want them to see that you must give back to the community, keep the doors open, your hand extended. Remember that more important than this date in history is that we’re here celebrating together.”
Noted broadcaster, activist Cruz speaks of media shutting out Latinos
May 24, 2002
Santa Paula News
Latinos are being shut out by the media on important issues, a noted broadcast journalist said during his keynote address at the annual Cinco de Mayo Celebration-Elizabeth Blanchard Youth Service Awards held May 5 at the Community Center.
By Peggy KellySanta Paula TimesLatinos are being shut out by the media on important issues, a noted broadcast journalist said during his keynote address at the annual Cinco de Mayo Celebration-Elizabeth Blanchard Youth Service Awards held May 5 at the Community Center.David Cruz, the KNBC co-anchor of award-winning news broadcasts and a noted documentary producer, came to Los Angeles in 1996 from Texas where he anchored the nation’s first nationally syndicated bilingual talk radio program, “La Voz de Texas.” A co-founder of Goldcoast productions, he has received two National Media Awards from the League of United Latin American Citizens (LULAC), and the Latin American Voters Association Liberty Award, among other honors.Cruz is Chapter President of the National Hispanic Media Coalition and was the LULAC state and national spokesman from 1994 to 1996. He was also a teacher-mentor in the congressionally established SER program, the country’s largest Latino jobs-skills training program.“We must celebrate not only history but challenges,” said Cruz. “. . .I want us to sit here as friends and give my views as friends: who doesn’t want better schools, safer neighborhoods and a way to seek justice? There’s nothing un-American, liberal or minority about that. I believe when we struggle together we get stronger.”
