Obama Takes to Univision Awards

From Variety's Anna Marie de la Fuente:

With Mexico in the headlines of late, President Obama will talk directly to a massive Hispanic aud when he makes an historic appearance on “Premio Lo Nuestro,” Univision’s longest-running and most popular music awards show on Thursday.

Always ready to break old White House habits, Obama raised eyebrows during his second press conference Tuesday when he called on a Univision reporter to query him. If anything, these moves send a positive signal to a fast-growing electorate which helped land him in the White House.

His bilingual videotaped message of hope and civic engagement on the music event “demonstrates the continued growth and influence of Hispanics in this country and the importance of speaking to them directly,” said a delighted Joe Uva, Univision’s CEO.

This won’t be Obama’s first appearance on Univision. The Hispanic web hosted two historic forums with Democratic and Republican presidential candidates and co-hosted a debate with CNN during last year’s election season.

A record turnout of nearly 10 million Hispanic voters in 2008 helped reshape the political map by defining the election in key Southwestern states as well as Florida, Indiana, and Virginia.

Last year, “Premio lo Nuestro,” reached 12.7 million viewers, its biggest aud ever. Widely seen as a rock star himself, Obama will be in some ‘caliente’ company. Big acts include Enrique Iglesias, Juanes, Alejandra Guzman, Emmauel, Reggaeton duo Wilsin y Yandel, Puerto Rican salsa band NG2, Aventura, Victor Manuelle and hot Mexican band La Arrolladora Banda el Limon.

Gala event will be broadcast live from Miami’s BankUnited Center.