This paper deals with Latino audiences in the United States and explores how socially beneficial research agenda can deal with their communication needs and result in better and more programming on public broadcasting services. Latino audiences are defined as persons of Spanish language heritage, regardless of surname or country origin. A literature review on English language mass media concludes that: (1) there is a scarcity of Latino targeted programming; (2) Latinos are negatively stereotyped, especially during times of national crisis; and (3) continued exclusion of Latino programming originated with Latino rights advocates. Existing Spanish language media are described, with emphasis on the establishment and effectiveness of the Spanish International Network (SIN). It is claimed that: (1) television is the most used of the three major media; (2) radio and newspapers alternate as the second used media; (3) television and radio are used more for entertainment and recreation; and (4) the Spanish language television and/or radio audience is generally over 30 years old, has a relatively low income and educational level, and is most likely Spanish speaking. The paper concludes that current media practices do not satisfy Latinos and do not contribute to better relations between Latinos and the dominant society. (AOS)