The group owner will air the youth-oriented Latino programming service on digital channels in Miami, Houston, San Antonio and Orlando.
Making a move into the booming Hispanic TV market, Post-Newsweek Stations plans to launch this spring a youthful Latino programming service—LATV—on digital channels of its stations in Miami; Houston; San Antonio, Tex.; and Orlando, Fla., according to Post-Newsweek Stations President Alan Frank.
Launched four years ago, the bilingual LATV—Latino Alternative—targets 12-34 year olds Latinos with mostly music programming and airs on KJLA Los Angeles, which is carried by Los Angeles cable systems and the two major satellite TV services, DirecTV and Dish.
The service was launched in January 2001 by Walter Ulloa, CEO of Entravision, a Santa Monica, Calif.-based owner of KJLA, other TV and radio stations and outdoor advertising.
LATV is far more than a bundle of music video, producing an entire 24/7 slate of music-oriented programming. It’s headed by longtime Spanish-language broadcaster Daniel Crowe.
That the service is bilingual makes it “unique,” Frank says. It not only appeals to Spanish speakers, but also to second- and third-generation Latinos and to English speaking non-Latinos with an interest in the music and culture.
LATV will complement the conventional programming on the main channels, says Frank. “It opens up our reach,” he says. “This isn’t repetitious with anything we are doing now.”
Last year, LATV began shopping itself to other broadcasters as a digital channel. Post-Newsweek is the first to buy.
Frank says that Post-Newsweek has taken a small stake in LATV and so has a stake is seeing greater broadcast distribution of the channel. “We are helping to spread the word,” he says.
The Post-Newsweek stations set to air LATV are all in top 25 Hispanic TV markets. The stations (and their Hispanic market rank): WPLG Miami (3), KPRC Houston (4), KSAT (7) and WKMG Orlando (17).
Combined, they reach 14.2% of all U.S. Hispanic TV households.
Post-Newseek also operates WDIV Detroit and WJXT Jacksonville, Fla.
According to the BIA Financial Network, Post-Newsweek is the nation’s 15th largest station group with 2005 revenue of $378 million.
Broadcasters have been experimenting with a variety of programming on their digital channels. Many NBC O&Os and affiliates, for instance, are broadcasting NBC Weather Plus.
Clear Channel Television is planning Variety TV, a service with the look and feel of old-fashioned, independent TV stations.
And the Tribune and Raycom station groups offer The Tube, an English-language music video service. (Sinclair also picked up The Tube, but dropped it late last year.)