BY K.B.NAIR

LOS ANGELES, CA - Officials from the U.S. Census Bureau met with the ethnic print, radio and TV media to seek their assistance in reaching far into their respective communities to make sure that every member in the group is counted and accounted for in the Census of 2010.

The meeting was organized at the offices of  the California Endowment here,  in collaboration with the New America Media on July 29.

Present at the Roundtable discussion were Marilia Matos, Associate Director for Field Operations,U.S.Census Bureau, Jerry Wong, Asst Regional Census Manager, Los Angeles Region, Raul Cisneros , Chief, 2010 Census Publicity Office and James Christy, Regional Director, Los Angeles Regional Office.

There were  over a hundred representatives from the Ethnic Media at the conference. Sandy Close, Executive Director of New America Media opened the meeting with a brief address outlining the importance of the gathered media in helping penetrate areas which mainstream  cannot reach  because of language and cultural barriers. She revealed that since 2005 the audience of  ethnic media had widened by 16% and now reaches 60 million Americans and therefore its role is significant.

After completing the formality of introducing all the members on the panel, each one made short statements on their specialized area of  operations  about the immensity of the project,  the scope and importance of  the 2010 Census and the repercussions if a proper head count as of April 1, 2010 was not obtained.

In a nutshell, the officials wanted  the assembled media to spread the word that it is important to register and be counted as it directly affects representation in Congress and state and federal funding which supports many crucial local development programs. They wished to reassure those who are in fear of revealing their legal status that the census department works independently and  does not share information with the immigration or law and order authorities.

The information they provide on a simple 10 question short form are confidential and anyone misusing the information is liable to a hefty fine of $ 250,000 and 5 years imprisonment. They also pointed out that responses to the 2010 Census questionnaire are required by law. James Christy rounded off the session with the remark that it is the voice of the  ethnic media that these communities trust and that being so it is important they disperse the message that every individual must register as it is safe, it is simple and it is important.

Following statements by the officials the floor was thrown open to questions and then ensued an animated and extended dialog between officials and media representatives on a number of key issues such as the 2010 Paid Media Plans, recruitment of census workers, initiatives for seniors and the physically challenged, among others.