Just as you pointed out, this show is based on a latin american soap opera. The same adapted show version is airing right now in Spain with huge success.
It is quite curious actually since a couple of years ago the original latin show aired in Spain so most of the people know the story and it´s ending.
The new version of Ugly Betty has a twist to it. It has been adapted to cater a broader Spanish audience and they have improved their marketing efforts to promote the show.
They have even created a blog called "iamuglybettytoo" (yotambiensoybea.com) summing up all the episodes and interacting with the audience.

Even in America - perhaps even especially in America - we love the triumph of the underdog so that theme should resonate well. Depending on how the stories and dialog are handled, I could see this being an affirmation for all of us who grew up being Ugly Betties. It's certainly different than the usual TV fare in which the heroes are all attractive.

I definitely got a different take off of it than you did. I didn't see her "buy into" being worthless at all. I saw her being courageous and determined despite the petty tricks leveled at her -- and despite knowing that she sometimes looks foolish.

While the inspiration for this may be from a different culture, I think that this is simply a good example of being more aware of micro-cultures within our own audience. With mass marketing and mass entertainment, we've always aimed for the middle-of-the-road messaging, playing to a narrow interpretation of "normalcy." The rise in social sites is giving us new insights into our own culture(s).

As you point out, though, performing segmentation based on culture will have to be done with some care if it's not going to fall flat - especially in direct marketing through mail, email, or SMS.

Thanks for the insight and different perspectives, Jean-Paul and Ariel. I think the blog idea (that you mentioned is going on for the Spanish version, Jean-Paul) is a fabulous idea. So, not only do you see the show.. but you start to connect people who may have "ugly betty" experiences to one another and THEN the show becomes all the more a celebration. I definitely agree that "gorgeous girl wins the day" is pretty old news on TV. Also - given this discussion, I'm wondering if the use of the word "ugly" in the title just pre-disposed me to think of the show as mean-spirited. So, if it was called "Betty Goes to Seventh Avenue" or something, maybe I'd have been easier on the preview?.. Hmmm.

At the risk of presuming that I (a man) should comment, I think that perhaps this is less a cultural issue but moreone of social class and perhaps generational differences.

Successful TV (based on ratings and advertising sales)does not aim for the successful business woman: Its target audience is less educated, less successful, less connected to feminism, and an audience that relates to the underdog role and sometimes looking foolish role.

Just one humble male's perspective, and the first to admit I may not know of what I speak.

Well, now I'm curious to see the original show and how it compares to the new one. Just like some British sitcoms fall flat when re-done for American audiences, or occasionally are brilliantly transferred (e.g. The Office works in both worlds, Coupling did not) perhaps this is the case here? My gut reaction to the preview was, "Oh boy. Here is another show that is demeaning to women." She didn't seem heroic to me, or to believe in herself, but maybe I'll need to give it some time. And I agree with Andrea, the title put me off from the start.

But, the bigger picture is that Salma Hayek is influencing network television, which is a great thing, and mainstream TV may finally be acknowledging the Latina market. I will be watching to see how this goes.

Ahhhh.. I had not thought of the typical TV watching demographic. You are probably on to something, Lewis. Ugly Betty is likely not something any of us participating in this blog discussion might watch - so true. Thanks for being the lone male so far! Your perspective is much appreciated!

Its dont seems crazy to me I think its not a cultural differnces, better to blame the organizer or the model/fashion agency, the ideal way is to groom and train them especially when they are going to perform crossing their cultural boarder.

well, did you remember when Melanie GRIFFITH was playing Tess in 'Working girl'? ugly Betty is just the new Tess ...
Moreover, ugly betty could be the latin version of 'Le Diable s'habille en Prada' ;))

I think Ariel's comments are right on the money. I did see the original telenovela (that aired originally in Colombia to huge success and later in the U.S. on Telemundo), and I think that Betty's story is much more universal that it may seem at first.

Culture aside, the story of the ugly duckling who manages to persevere by virtue of her brains and strong will, despite pettiness and jealousy of the "pretty girls" can speak to girls and women worldwide.

My daughter Becki Newton plays Amanda the catty receptionist on Ugly Betty. One message I take away from the show (she fills me in on upcoming episodes and story lines!)is that beautiful people can actually be very ugly (Becki is prepared to be quite disliked by the television public)whereas Betty's beauty is in her soul- and this comes out in future episodes. I think this is a valuable message, especially for young people. There are alot of "Bettys" in the world. I applaude Selma Hayek and ABC for bringing this to American television.

Is it possible that what is putting people off of the series is that the female lead appears as an extreme "ugly duckling?" Americans tend to want to support and identify with "the beautiful people" that it is rather alien for us to identify with anything else.
Add to it that for many "ugly Betties" those experieinces were painful enough in life, that there is no real humor in watching them on television. Much like the 80's series "Square Pegs" we are being asked to identify with the same people that many ignored or made fun of in day to day life.

As Glen I watched the Colombian version, it is not about feeling worhtless because you are not pretty even if society try to make you feel it that way ("The Swan", "Extreme Make Over"...) and of course in the fashion industry. Here the main character plays with this influence and state: "Yes, for you I am ugly. I know." But she is never looking for having a plastic surgery or saving money for that or stopping her career for that. I do not think it is only for Latin market.
Worldwide, women are expose to tv shows that say: "if you are ugly you can not be happy. Let´s have a plastic surgery and you will find your happyland".
Watch the soap opera, because Betty find a way to change the market perspective for fashion industry finding a new market for the company she works at.

After reading all this great discussion, I am really more interested in seeing the show. My post, and Stephanie Weaver's comments that inspired my post, was really based on the preview piece - which may have focused on the nasty attitude a bit more in order to make the buzz about the show greater. The overall premise, and what Jennifer Newton commented about her inside knowledge, makes a lot of sense though. When you get beyond the "soundbyte" and actually see a few episodes, the supposedly beautiful may well become the ugliest. And that is a good lesson.

I watched the Colombian version and the Mexican version currently on air. It's just a story, it's funny and it breaks the same old novela creative threat around: the poor lady that finds out she is the daughter of the rich man just when she is about to marry rich man's son...
All this says to me is that now English networks are copying Spanish ones as a result of Hispanic influence in the US. Looking forward to watch English execution.

The same plot was adapted for Indian milieu and it ran very successfully for almost 2 years,even being the top drama series for a long time.
The plot is actually nothing new or culture specific - just 'The ugly duckling' all over again!

I find it sad that most people judge the book by its cover. Maybe that's human nature, but it's not what's on the outside that makes a person ugly--or beautiful. It's what's on the inside. Thanks to Jennifer Newton for sharing her insights into this discussion. And by the way, I'm an professional adult woman who happens to wear braces!

I've not watched US network sitcoms in years, and found myself pleasantly surprised by "Ugly Betty." I watched mainly because Tom Shales raved (in a good way) about the show. The writing was fairly smart and the production was well done. I don't even recall if it used the dreaded laughtrack (but don't think so). I was just reading that, in somewhat of a twist, UK's Channel 4 is running the US version. And Ms. Newton, I think your daughter Becki makes a fine catty receptionisht (reminds me of many I've encountered in the city). "Ugly Betty" is a "Mary Tyler Moore Show" for today. Instead of Mary Richard's aw-shucks WASPy gal next door, we have Betty Suarez reflecting a more authentic view of contemporary young womanhood. ¡Vas muchacha!

I find the clips from Ugly Betty a bit of an insult, they're clearly showing its a young girl who wears braces.. and doesn't fit in properly and is just a geek. I have braces, im 19 years old and personally i find it an insult watching the adverts. I certainly won't be watching the 'big US hit'.

It is very obvious that none of you have seen the original Colombian version. If anything, it is meant to teach women to value themselves, to have confidence in themselves and not to let others bring you down. There are a lot of life lessons for Betty in the original. I also resent the comment which was made about how educated people don't watch telenovelas. It's simply not true, so if you don't understand a market, maybe it's best that you learn something about it before you comment on it. For the person who said that they find the clips insulting, well, maybe you should stop being so narrow minded and actually watch the show, then decide what you think. Besides, it's not about braces, just think back to that girl at school who nobody really wanted to hang out with. Kind of like Carrie - only unlike Carrie - Betty has an inner strength that allows her to keep going despite the constant insults. The show is not only about an ugly girl, but also a comment about vanity, superficiality and ignorance.

I'm pretty sure "there are big dollars there," is a pretty terrible reason for a person to finally start acknowledging a group of people and finally attempting to give them a minuscule piece of the respect that they deserve. I can not believe I just read that. It is one of the most ethnocentric and absurdly capitalistic things I've read in a while. How about we should acknowledge the Latin community's work because they are talented even if you don't see that. Wow. You just seem extremely narrow minded. So complacent and comfortable with your television shows that star only people who look like you. Ferrera says, "I never turned on the TV and saw a Latina woman with an average body and I thought, I'll never be a Charlie's Angel, because I can't fit into size zero leather pants. At the time very few TV shows were centered around a female, much less a Latina female, much less a female whose beauty wasn’t the most important thing about her—but this show was about who she was on the inside.” But I guess maybe you wouldn't be able to relate to that. Hayek says” "It's (the title is) sarcastic. Anybody who isn't super skinny and really tall, some people think they're really ugly. We're making fun of it. We're not really calling her ugly.” Please don't bother replying because I would not be caught on a site like this ever again.

I am a radical feminist and I dig the show. I take more offense at Salma Hayak's huge fake rack, the only reason any of us know her name. Without it, she's another no-name latina actress. Ugly betty is fucking great.