​Hispanics might be the fastest-growing demographic in the U.S., but news networks are still struggling to find the Goldilocks programming mix that will attract Hispanic viewers.

In the past 12 months, both CNN and NBC have shuttered divisions that targeted Hispanics. CNN Latino was aimed at America’s 53 million Hispanics with Spanish-language programming. NBCLatino.com featured English-language news. Neither worked.

One possible reason: America’s Hispanic population is extremely varied and diverse, with different tastes and preferences based on region, country of origin, and generation.

Another stumbling block: research shows that Hispanic viewers don’t want to watch programming that puts them in a silo. They want to be part of the same dialogue as everyone else.

Fusion CEO Isaac Lee told USA Today on Tuesday that they try to “wink” at Hispanic audiences and speak to their values, without creating content that broader audiences would switch off.

And there is always that pesky language barrier. 93 percent of the American-born children of Hispanics speak English very well, according to studies, even if only 18 percent of first-generation Hispanics do. That usually means that older generations who want Spanish-language news turn to established networks like Telemundo or Univision, while younger generations look to English-language outlets.

Read More: USA Today

Brief Take: Marketers need to stop looking at Hispanic audiences as a monolithic block when trying to attract new viewers. Tapping this fast-growing market is about more than programming in Spanish or talking about immigration.

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