31 March 2008
On-demand digital entertainment firm Huge Entertainment has partnered with ethnic minority research company Ethnos.
‘Ethnos@Huge’ is the first step in Huge Entertainment's strategy to provide on-demand entertainment offerings specifically targeted at ethnic populations. It is designed for media owners and platform operators.
Huge Entertainment designs and launches innovative on-demand entertainment services. These services take advantage of the 'digital disruptions' brought about as consumers adopt new technology.
Media owners and platform operators will benefit by Ethnos@Huge identifying revenue-generating on-demand entertainment opportunities with ethnic audiences. The service will pave the way for Huge Entertainment's plans to launch a video-on-demand (VoD) TV service targeted at the UK’s 2.2 million South Asians.
Ten percent of the UK's adult population is of ethnic origin, a figure that is growing annually. Despite the business opportunity this offers, conclusions from a recent study found that 78 percent of black, 77 percent of Asian and 50 percent of Chinese consumers in the UK believe that mainstream marketing is irrelevant to them.
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