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Presents the views of several U.S. students and executives on multicultural marketing. Opinion of Leonarda Basterra, graduate student at Kellogg School of Management in Evanston, Illinois, on the reason why the multicultural market needs a separate marketing strategy; View of Nicolas Piris, strategic planner at Vidal Partnership in New York City, on the importance of having a dedicated and specialized team for multicultural marketing; Comment of Carl Kravetz, chairman and chief strategic officer at IDEAS in Los Angeles, California, on multicultural marketing departments.

Provides information on the marketing strategies of cable network Trio, the Vivendi Universal-owned network, to back its "Awards Show Mania" month in December 2003 in the U.S. Promotional campaign of the company in different movie theaters in New York; Marketing campaign in Los Angeles, California; Print advertising campaign of the company.