October 1968 - 'Cancion de la Raza,' 1st KCET Program on Latino Community, Premieres
On October 14, 1968 KCET premiered "Cancion De La Raza" (Song of the People), a 70-part drama series on the daily issues of Mexican Americans, the station's first series geared towards the Latino community.
The show, presented in the familiar novela TV drama format among the Mexican American audience was not only a innovative program for KCET in its target audience, but in the way it engaged viewers through direct feedback with the station.
The program aired at 3 and at 7:30 p.m. each weekday. Viewers were able to call into the station to leave their feedback on the "Linea Abierta" (open line), which was available from 3 to 9 p.m. On Monday nights, a special panel show would air, to discuss issues and viewer feedback.
The program's episodes depicted the lives of the fictional Ramos family (portrayed by both professional and amateur actors), with the plot line reflecting a specific social message. Viewers calling in were free to discuss the issues presented, as well as the quality of the writing and performance of the cast. Viewer feedback also assisted in writing the plot lines and situations of the cast.
KCET also made a community outreach effort to community groups, schools and colleges, churches, and activist organizations, primarily around the East L.A. area, to make them aware of the show and the feedback mechanism. Over 600 viewer calls were made during the duration of the series, as were scores of letters. Many of the comments dealt with self-betterment through education and meaningful employment, and some of the feedback even inquired about legal assistance with regard to immigration issues. Viewers who engaged in feedback to the show via telephone or mail were sent a directory of social service agencies and their contact information.
Funded by a grant from the Ford Foundation, the goals of "Cancion de la Raza" were to initiate communication within the Mexican American community, to create awareness of needs, and increase the number of people to agencies of social action.
The show, which ran until January 1969, was the first effort to use mass media in the Latino community, and an attempt to effect changes in behavior and attitudes. It also inspired the creation of the Mexican American community affairs program, "¡Ahora!" which aired on KCET later that year.
