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2016 Hispanic TV Upfront Report
LATV
Digital multicast broadcast network LATV, which calls itself a bicultural television offering for Latinos across the U.S., hosted its Upfront presentation on April 26 at the Highline Ballroom in New York’s Chelsea neighborhood. Serving as hosts were VP of Network Sales & Integrated Marketing Andres Rincon, COO and Head of Programming Luca Bentivoglio, and Director of Sales Gisella Fu- Ripp.
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LATV went with an unconventional upfront presentation by bringing to life a "live talk show" format that replicates the reborn network's “signature program,” The Zoo.
Humberto Guida, Nelly Castillo, and Bruno Seros-Ulloa serve as the show’s co-hosts.
"At LATV, we believe the total-market approach and the niche-market approach do not have to be mutually exclusive,” Rincon said. “In fact, you can still employ a total market approach without sacrificing your cultural sensitivity."
LATV also took time out to note its “robust partnership” with Entravision, with Entravision Radio Network EVP Jim Lyke in attendance. New media production collaborations with the NFL and the Los Angeles Times were also placed in the spotlight.
With 82% reach in the U.S. Hispanic market, LATV continues to see growth for its two signature syndicated shows—American Latino TV and LatiNation.
But, Rincon added, "We are not oblivious to the fact that our audience lives beyond the TV screen... and because of that, we're making sure that our content is readily available online."
In response to this trend, LATV has launched the Life con Acento YouTube channel, a hub of culturally relevant content made by Latino creators.
Additionally, LATV is developing a creative lab in its main Los Angeles studios to help digital influencers and bloggers with anything from production, programming, and cross-promotion opportunities. “The idea is to actively search for new talent and build a large pool of content creators,” Rincon noted.
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