The recent decade has seen an explosive change in media trends around the world and Latin America has been a particular cradle for the growth of television. Fueled by a once in a lifetime economic boom that lifted millions out of poverty in the region, multichannel television has proliferated more than ever. But beyond the basic economics, what were the main drivers for the television boom era? To understand the media trends of the last decade, Kantar IBOPE Media database: TGI is a source of intelligence like no other. It continuously surveys 65,000 people 12-75 years of age yearly in all urban centers in the following countries: Argentina, Brazil, Chile, Colombia, Mexico, Peru, Ecuador and Venezuela. It provides a longitudinal view that begs to be analyzed. Dr. Joseph Straubhaar led a team of researchers from the University of Texas at Austin and Texas State University to take a deep dive of the TGI data to understand the evolution of existing media and therefore uncover trends in the adoption, use and attitudes towards new media platforms, social class and age.