The American Latino population will soon reach 25% of the demographic of the USA. Yet mainstream entertainment continues to keep Latinos under the radar at less than 5% presence in lead and supporting roles, excluding them from great job opportunities and influential careers. Yet all other ethnicities meet or exceed their demographic as lead and supporting actors. This lack of visibility in lead roles as Americans in mainstream undervalues the worth of Latinos and provides the perception to the audiences across America that Latinos are not Americans. 

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With Latinos spending power in the USA at $3.4 trillion, whereas the spending power of Blacks is $1.6 trillion, Asians at $1.3 trillion and Native Americans at $115 billion, it is time for mainstream television broadcasting and film to rethink the financial worth of Latinos to their bottom line and the criticality of upping their game in casting Latino talent as "All Americans" in their daytime and primetime show lineups in principal roles. 

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Even with the variety of shows streaming on the internet today, television continues to be a primary source of news, entertainment and information for millions of people, and a major influence on the psyche of society. And the Big 6 television networks continue to have the largest audiences watching their programs on television and the internet. It is important that Latinos be included in the programming at a percentage larger than 5% as it is the largest minority, and the spending power is larger than all other minorities combined.   

 

One Track Vision, llc has developed a strategic plan to facilitate the transition for mainstream broadcasting entertainment and film in beginning the process of increasing daytime and primetime content with sitcoms, dramas and soaps which include Americans of Latinos descent as leads. The plan involves brining San Antonio and the Rio Grande Valley to work together to create content with Latinos as leads for streaming and syndicating to television. The combined population of both regions makes the Latino population larger than any major city in the USA. And within this population there are numerous talented individuals ready to make waves in American mainstream entertainment both behind and in front of the camera.

 

The Lift Latinhearts Production Fund and the Rio Grande Valley Film Commission were created as part of the strategic plan to make a much-needed change whose time has come, in arguably the most influential industry in the USA and around the world.