Annotations for Organizations: Nike--firm

That's the deep right. It sends Gwynn to the wall. He leaps and can't get it. It's backed up by Bobby Kelly --

Baseball, it's the all-American pastime, and for Latinos as well. The CBS television broadcast of the All-Star game featured an all-Spanish television language commercial, which ran twice.

Setenta mediocampistas en baseball profesional son de la Republica Dominicana.

Called "La Tierra de los Mediocampistas," the Land of the Center Fielders, the ad for Nike featured images of Dominican kids playing baseball in makeshift diamonds in the Dominican Republic.

More than 70 Big League shortstops, including Tony Fernández and Manny Lee, have come from the Dominican Republic.

Ken Griffey Jr. en tercera base…

The broadcasting of baseball and other professional sports in Spanish is becoming more common in this country in places like California, Texas, and New York. But now even teams in less traditional Latino cities are discovering the profit of pitching their games to Hispanic listeners.

Ingrid Lobet reports that this season, for the first time, baseball fans in the state of Washington can listen to the Seattle Mariners games in Spanish.

[Sports Broadcast Recording] Larry se espera, le da cuarda, lanza, viene, contacto! Se va hacia el centro y Ken…se va escapar, se va escapar, se les escapa!

Perched in the cramped broadcast booth, Publio Castro handles the play by play.

[Sports Broadcast Recording] Muestra señal, la manda, viene, strike! [Spanish baseball report].

Castro has worked to establish a style that's his own. He always knew he wanted to work in broadcasting, even when he was a child doing farm work in California. Through their hard work, his parents made it possible for him to go to college.

I studied TV production, and I just wanted to know how they made movies, how they make cartoons, how they made commercials, how the cartoons moved, and those sound effects, and stuff like that.

Castro and his brother started a talk radio show in a small town in Oregon. And when a producer came looking for talent to host Portland Trailblazer basketball, he didn't have to look very far.

Finley presenta lanza bien, toquecito! Ken Griffey! ¡Sacrificio cuenta! ¡Es más, salvo! Blowers a pesar de que está cogiendo, le gana a Finley.

When Cliff Zahner heard Castro's show, he knew he had a place for him. Zahner makes a business of persuading teams to air games in Spanish. He then identifies stations that broadcast in Spanish and whose formats could benefit from the games. Then he provides them the games for free.

And then they get half of the airtime that they can sell to make their own money and we have half of the time that we can sell to pay for our expenses and the announcers. So it's added programming for them, and they'll generally do it if they feel it's a sport that's interesting to their audience. And baseball is particularly interesting because of the Hispanics that play the game.

The Mariners' team alone has Omar Vizquel, Edgar Martínez, and coach Lou Piniella. By giving Spanish-language interviews, these players are now able to reach another audience. And Randy Adamack, Vice President of Communications for the Seattle Mariners, says advertisers are slowly taking interest.

Even without it being a profit center, which it is not right now, it's obviously got value to us anyway, in speaking to a large group of important people.

If advertisers stick with the games and if the present trend continues, there will be few professional teams in the Northwest that aren't broadcasting in Spanish. It's tentative, but as football training camp begins, there are plans to make fall 1993 the first season for Seattle Seahawks games in Spanish.

[Sports Broadcast Recording] Se acaba esta entrada, donde el score dice, ahora los Angelitos de California con cuatro, Marineros con dos. Regresamos, esta es la cadena de los Marineros de Seattle.

For "Latino USA," I'm Ingrid Lobet in Seattle.