KMEX in Los Angeles attracts more than 75 percent of the 1.5 million Spanishspeaking residents of the city with its bullfights and novellas. which translates into soap operas. and which go on for 100 or so episodes. "La Mentira" ("The Lie") was very big recently. In San Antonio. KWEXTV has attracted more national advertisers than any of the Englishlanguage stations in the area by programing entirely toward the Mexican immigrants. Novellas. bullfights. wrestling. and soccer are bought from Telesistema of Mexico and broadcast over KWEX. Commercials are translated into Spanish. which causes some confusion. especially with wellknown slogans. "Winston tastes good. like a cigarette should." for instance. translates into "Smoke one. smoke a hundred.
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immigrants