New Spanish TV Channel, LAT TV, Launches in 5 Cities; Family Focus, Fresh Programming Target 18-49 Market

New Spanish TV Channel, LAT TV, Launches in 5 Cities; Family Focus, Fresh Programming Target 18-49 Market

HOUSTON, May 17 /PRNewswire/ -- The race to capture Latino television viewers is heating up as a new competitor enters the market. LAT TV, a Spanish-language television channel launching initially in five major markets, will offer culturally diverse programming produced in the home countries of its targeted viewers. LAT TV will debut May 19 in Austin (KVAT-17), Dallas/Fort Worth (KJJM-34), Houston (KCVH-30), Phoenix (KVPA-42) and San Antonio (KISA-40) -- serving 5.2 million Hispanics and 17.4 percent of the U.S. Latino population ages 18-49.

"We are providing quality programming currently not available to Spanish- language audiences," said Rocky Springstead, LAT TV president and chief executive officer. "Our mission is to engage viewers and their communities in each of our markets by providing unique content while bringing a touch of viewers' homelands to their new lives." The station is available free, requiring only an antenna.

With headquarters in Houston, LAT TV offers high quality programming from producers and independent distributors in Latin America, Europe, Mexico and the U.S. that is inclusive of all Latinos. LAT TV stands alone in its unprecedented commitment to the local community. Approximately one-and-a-half hours a day of programming are reserved to educate and motivate viewers about local community issues in addition to Noticias LAT TV providing local, national and international news.

Programming will be available for the whole family to enjoy, including entertainment and education, fitness, sports, feature films, comedies, soap operas and cooking shows, among others. LAT TV also will offer the largest block of children's programming, including high-quality educational shows, available over free Spanish-language television.

"Our philosophy is to offer fresh, family friendly programming in Spanish, and to become a key part of the community fabric in each market," said Patricia Torres-Burd, executive vice president of programming & branding. "In the process, we also will be able to deliver a brand-loyal, largely untapped segment of the Spanish-speaking audience to our advertisers."

Approximately 40 million Hispanics live in the U.S., comprising almost 11 million television households in 2004-2005, according to Nielsen Media Research. LAT TV knows the key to reaching the Spanish-speaking portion of this audience is through programming that reflects the diverse Latin American culture and is offered free -- no cable or satellite subscriptions required.

Rounding out the station's entertainment line-up, Noticias LAT TV, a 30- minute news program airing at 7:30 p.m., will focus on local, regional, national and international stories relevant to viewers' interests. Underscoring its commitment to the community, LAT TV has reserved a 30-minute timeslot twice a day for local community programming, and also will air a community calendar of workshops, fundraisers, job fairs and other local events eight times daily. Each local office is staffed by a general sales manager who oversees day-to-day operations and the sales team as well as a director of community affairs and public relations.

LAT TV plans to expand the network into other Latino markets, growing to approximately 25 stations in the next two years, and as many as 50 by 2011.

"Our aggressive business model is designed to allow us to reach more than 50 percent of the U.S. Latino audience in five years, a strategy validated by data from research companies Claritas, Arbitron and TNS," said Wes Burd, chief operating officer. "With a top-notch management team in place, we expect to grow rapidly by delivering programming primarily through our state-of-the-art network operations center in Houston, tailoring it with local content specific to each market."

With a streamlined, low-cost delivery model combined with its family and community focus, LAT TV offers a unique platform for both local and national advertisers. It also provides a range of research and targeting tools that allow smaller companies and first-time television advertisers to reach customers very cost effectively.

LAT TV is the channel brand name of LatinAmerica Broadcasting, Inc.(TM), a private company based in Houston. LAT TV initially will serve five major markets with Spanish-language, family-friendly programming. Providing an innovative approach to television, the company plans to grow to serve more than 50 percent of the U.S. Latino population within five years. More information is available at http://www.lattv.com/ .

Source: LAT TV

CONTACT: Sylvia Cavazos, +1-713-970-2101, or
sylvia@cavazoscommunications.com , or Marisa Lopez, +1-713-970-2103, or
marisa@cavazoscommunications.com , both for LAT TV

Web site: http://www.lattv.com/

-------
Profile: intent