Latinos out of sight in television`s fall lineup

Latinos make up 12 percent of the nation`s population, presidential hopefuls are aggressively seeking their votes, the first Latin Grammy Awards are in September, and Taco Bell`s Chihuahua is selling chalupas faster than you can say nachos.

But Latinos aren`t so highly visible on one of America`s most pervasive and influential cultural institutions - TV.

In the coming fall programming season, there`s only one prominent Latino character among 36 new prime-time shows on the seven broadcast networks. Ruben Blades will play Dr. Max Cabranes in ABC`s medical drama "Gideon`s Crossing."

Waiting in the wings as a possible midseason replacement is NBC`s "Semper Fi," a dramatic action series about U.S. Marines. Michael Pena and Tammy Townsend have been cast as Douglas Cepeda and Maria Velez.

"We`re very disappointed with the (fall) lineup," said Alex Nogales, president and CEO of the Orange County-based (Calif.) National Hispanic Media Coalition, an organization that creates job opportunities for Latinos in front of and behind cameras.

"After signing memorandums of understanding (with three networks) that talked about diversity when it comes to Latinos, diversity is still so limited. One new Latino character doesn`t equal representation."

Sharing Nogales` umbrage is Felix Sanchez, president and co-founder of the National Hispanic Foundation for the Arts in Washington, D.C.

"The segregation of Latino images on network television is a civil rights call to action," Sanchez said. "One out of 12 persons in America is Latino, yet broadcast television only reflects 1 out of 100 members of this community."

In light of the programming announcements, Sanchez`s organization is urging the U.S. Congressional Hispanic Caucus to accelerate a review of the "disproportionate" Latino presence on TV, and to convene network advertisers to discuss the issue.`BROWNOUT` PROTEST

At the outset of the 1999-2000 TV season, the National Hispanic Media Coalition and National Hispanic Foundation for the Arts were among a dozen Latino organizations that urged Latinos to boycott shows on ABC, NBC, CBS and Fox for one week. The groups were protesting what they called "a brownout" of Latinos in TV shows.

The action came about two weeks after officials of the National Association for the Advancement of Colored People said they were going to monitor how the networks incorporate minorities in TV shows. As the nation`s oldest and largest civil rights group, the NAACP had threatened boycotts and legal action to make its point for greater diversity.

At the time of the Latino boycott, Cheech Marin - who plays police investigator Joe Dominguez on CBS` "Nash Bridges" - was cited by Nogales and Sanchez as the only leading, or star, Latino character on network TV.

As it turned out, there were eight other recurring, but supporting-role characters with Spanish surnames in seven other prime-time shows during the 1999-2000 season.

Separate, but equally as important to National Hispanic Media Coalition and the National Hispanic Foundation for the Arts, are Latino actors appearing on TV shows as non-Latino characters. Two of the most well known are Hector Elizondo as Dr. Phillip Watters in CBS` (now canceled) "Chicago Hope" and Wilmer Valderrama as the ethnically vague "Fez" in Fox`s "That `70s Show."REJECTED FAMILY

This year, two proposed, but rejected, network fall season series showed Latino characters in contrasting ways.

The nixed shows are "Good Guys, Bad Guys," a drama for NBC that would have starred Jon Seda (formerly of NBC`s canceled "Homicide: Life on the Street") as a "nice" Latino drug dealer, and "American Family," a CBS series about a Latino family living in East Los Angeles. It was written and directed by San Diego-native and St. Augustine High School graduate Gregory Nava.

Primarily a movie director and writer, Nava came to prominence in 1983 with the low-budget, but highly acclaimed, "El Norte." His other well-received Latino-themed films have been "Mi Familia/My Family" in 1995 and "Selena" in 1997.

Nava`s TV project, which cost $2.6 million to make into a pilot and would have been a first on a network had it been picked up, included high profile Latino actors. Edward James Olmos was cast as Jess Gonzalez, a conservative patriotic Korean War veteran and father of five grown children. Esai Morales was to have played Jess` eldest son, who has done time in prison. Raquel Welch took on the antics of "Aunt Dora," Jess` movie actress-wannabe sister and next-door neighbor.

"I think this would have been a marvelous thing," a disappointed Nava said following CBS` decision. "It was a universal piece about the strength of family. Yes, it was dealing a little bit with what it means to be Latino in America, but mainly it was about how families come together at times of trouble and difficulty. I firmly believe that if you tell the story of your village, you tell the story of the world."

Nava, 51, said his El Norte Productions company tested "American Family" independently of CBS` tests and it "tested really high."

He said the only thing CBS officials said to him after passing on "American Family" was that "it didn`t fit in" with the network`s schedule.

"American Family" was among 20 pilots CBS programmers had to judge before selecting seven for the fall. The project had the blessing of Nina Tassler, CBS (Los Angeles-based) senior vice president for drama series development. She is part Puerto Rican.

"We had high hopes for the (Nava) project, and we were disappointed there wasn`t a place for it," a CBS spokesman said on behalf of Tassler, who could not be reached for comment. "Not every pilot can make it to a lineup."

The spokesman said CBS broke with its long-standing practice of retaining rights to pilots and gave those to "American Family" back to Nava. This will allow Nava to take the test episode to other networks or cable channels.

Stronger reaction to CBS` rejection of "American Family" came from Welch, who, like Nava, also has San Diego connections. She`s a graduate of La Jolla High (San Diego), a former KFMB/Channel 8 weather forecaster, and a former Del Mar Fair "Fairest of the Fair."

"In today`s climate, no one wants to take a chance," said Welch, whose most recent TV work on ABC`s "Spin City" featured her as a doting mother. "It seems to me the networks just want more of the same. They`re just cloning off the cop shows and sitcoms. Why would there not be room for `American Family`? If there isn`t, I cannot help thinking there`s a much deeper and worse prejudice alive and well than I thought there was."

Welch, 59, who was born Raquel Tejada, said she changed her name because discrimination against individuals with Spanish surnames - especially in show business - was rampant when her movie career began in the 1960s.

A recent survey conducted by the Screen Actors Guild shows two-thirds of Latino actors have been rejected for a role because of ethnic stereotyping and many find that having a Spanish surname is a barrier to their careers (Cameron Diaz and Emilio Estevez would be exceptions). The study also reported that fair-skinned Latinos stand a better chance of being cast in Spanish-speaking productions than those with dark skin.

Nogales, of the National Hispanic Media Coalition, who saw the "American Family" pilot and "loved" it, said Latinos and shows about them apparently aren`t good enough for advertisers. He said advertisers forget that Latinos in the United States spend $395 billion annually on entertainment.

"Is there something wrong with us that we can`t be part of the American landscape?" Nogales asked. "We`re not going to be part of the landscape and take a rightful place as other minorities have in this nation until we`re part of (the TV) media. When you`re part of media, people start thinking of you differently."

To enhance the image of Latinos, the National Hispanic Media Coalition and the National Council of La Raza, a politically oriented Washington, D.C.-based organization, work to eliminate negative stereotypes. On June 17, the council`s annual ALMA (American Latino Media Arts) Awards honoring positive portrayals of Latinos in movies, TV and music was broadcast from Hollywood.

BOULEVARD LIFE

On pay cable, Showtime is showing up CBS` snub of "American Family" by unveiling "Resurrection Blvd." Like "American Family," Showtime`s new drama series also is set in East Los Angeles and centers on the life of a Mexican-American family.

The world of professional boxing serves as a backdrop to "Resurrection Blvd." Tony Plana portrays Roberto Santiago, a retired boxer and widower who spurs his middle son, Carlos (Michael DeLorenzo), to take up the sport where he left off. (The plot is reminiscent of the recent film "Price of Glory," a box-office disappointment, which starred Jimmy Smits and Jon Seda.) The TV series also touches on the realities of life in the Los Angeles barrio, including gang activity.

"Already I`m hearing (from some critics) that we`re dealing with stereotypical characters," said Dennis Leoni, a Latino who grew up in Tucson, and who`s producing and writing the Showtime series. "Well, this show is not about political correctness. This is about real people, real characters, real life.

"Gang bangers happen to be a fact of life in East L.A. They`re out there and we`re going to deal with them, but they`re on the fringe. What`s more important is that `Resurrection Blvd.` is the first show on American TV, written, produced and directed by Latinos and starring Latinos."

Mauricio Mendoza, a 30-year-old master of fine arts graduate of the University of San Diego and an alumnus of the Old Globe Theatre`s actors training program, plays Roberto Santiago`s responsible, level-headed oldest son, Miguel, who trains and manages Carlos. Mendoza sees "Resurrection Blvd." as a breakthrough for Latinos.

"Even though there are unsavory parts, like gang bangers, it mostly shows us in a really positive view," said Mendoza, whose parents live in National City. "It is real. Like many Latino families in the United States, our characters throw in Spanish here and there as they talk to each other mostly in English. I`m happy to be part of this. I hope it changes a lot of things about TV for us."

Mark Zakarin, executive vice president of original programming for Showtime, said "Resurrection Blvd." fit in with Showtime`s desire to play a chord unplayed by the broadcast networks.

"Unfortunately for America, but fortunately for us, there are some audiences that are underserved, themes ignored and some subject matter that seems to be denied by the networks," Zakarin said. "One of those is Hispanic culture in America."

Showtime has given Leoni the go-ahead to produce 20 episodes of "Resurrection Blvd." If the show is a hit with viewers, Zakarin said Showtime will move faster toward development of other Latino-themed projects - miniseries and original movies.

Although Nogales said he`s "jumping up and down" with delight over "Resurrection Blvd.," he cautioned Latinos not to be satisfied with one show being on the air.

"Not when we have the creative community we have," he said. "We need to get a network pilot on with series commitment."art1

Who`s Who of Latino Characters

By Preston Turegano

Copley News Service

The most prominent Latino characters on TV during the 1999-2000 season.

Police investigator Joe Dominguez (Cheech Marin), CBS` "Nash Bridges"

Chief engineer B`Elanna Torres (Roxann Dawson), UPN`s "Star Trek: Voyager"

Rookie paramedic Carlos Nieto (Anthony Ruivivar), NBC`s "Third Watch"

Chilean immigrant Diego Vasquez (Bruno Campos), NBC`s "Jesse" (which will not return in the fall)

Salvadoran maid Rosario Salazar (Shelley Morrison), NBC`s "Will & Grace"

Nurse Chuny Marquez (Laura Cedron), NBC`s "ER"

Beauty salon shampoo specialist "J.B." (Diego Serrano), Fox`s "Time of Your Life"

Prison inmate Miguel Alvarez (Kirk Acevedo), HBO`s "OZ"

Prison social worker Sister Peter Marie Reimondo (Rita Moreno), HBO`s "OZ"art1

In the Beginning

By Preston Turegano

Copley News Service

In the beginning on American TV, there were shows about Latinos.

But contrary to popular belief, Ricky Ricardo (Desi Arnaz) - the Cuban-born orchestra band leader and husband to ditsy Lucy (Lucille Ball) on CBS` "I Love Lucy" - wasn`t TV`s first major Latino character.

A year before Senor Ricardo uttered his first "Lucy, I`m home!" in October 1951, "The Cisco Kid" (played by Duncan Renaldo) rode his way into American homes.

Cisco was a Mexican caballero who roamed the old Southwest with his rotund sidekick, Pancho (Leo Carillo). Between 1950 and 1956, 156 half-hour episodes of the syndicated show were produced - remarkably all in color even though TV was only black-and-white at that time.

In 1957, Don Diego de la Vega (Guy Williams) picked up where the Cisco Kid left off in the ABC-Walt Disney adventure series "Zorro." As a Robin Hood-like do-gooder, the masked and caped Zorro thwarted the villainous Commandante of early 19th century Los Angeles.

After "Zorro," 14 years passed before another TV show whose principal character was a Latino appeared on the scene. In 1974, handyman Chico Rodriguez (Freddie Prinze) was half of NBC`s sitcom, "Chico and the Man." The show set in East Los Angeles co-starred Jack Albertson as garage owner Ed Brown (the Man), and ran for four years. After Prinze took his own life in 1977, 12-year-old Gabriel Melgar was given the role of Raul Garcia, a Tijuana-born youngster who runs away to L.A. and ends up living with the Man.

Come January, TV Land - the cable channel that airs reruns of old TV shows - will add "Chico and the Man" to its lineup.

Between 1984 and 1990, three much-ballyhooed shows about Latinos - each starring comedian Paul Rodriguez - failed to win enough viewers to stay on the air.

"A.K.A. Pablo" was a sitcom in which Rodriguez played a struggling young Latino comedian, Paul (Pablo) Rivera. It lasted for four weeks in 1984 on ABC.

In "Trial and Error" - another sitcom - Rodriguez co-starred with Eddie Velez as two friends (Tony Rivera and John Hernandez) who grew up together in East Los Angeles and become roommates as adults. It lasted only two weeks in 1988 on CBS.

Two years later, "Grand Slam" - a "Dukes of Hazzard" like action series about two bounty hunters in San Diego - starred Rodriguez as Pedro Gomez and John Schneider as Dennis Bakelenoff. The show lasted only two months on CBS.

(c) Visit Copley News Service

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Author: Preston Turegano