U.S. HISPANIC
LATV: Focused on being a more inclusive network, emphasizing LGBTQ, women, and comedy
Maribel Ramos-Weiner| 7 de junio de 2018
Andres Rincon LATV
LATV continues with its commitment to presenting a truly multicultural, diverse, and inclusive strategy, reflected in its content.
“We have been very successful with shows like Get it Girl, that offers millennial women an original voice and a unique point of view, and with The Zoo, a fast-paced, high energy talk show that covers everything from politics to pop culture,” highlights Andrés Rincón VP, Network Sales & Integrated Marketing, LATV.
This year, the network will focus on being more inclusive and is putting big efforts in three main segments: LGBTQ, women, and comedy.
Later on this year, the network will premiere Glitterbomb, an entertainment talk show with an entirely Latino cast, from the LGBTQ Latina community. “It is obvious that the Latin LGBTQ community is not well represented in any of the traditional networks, and no one better than us at LATV to offer a platform to this underserved audience,” comments Rincón.
Rincón mentions that research proves that comedy plays an important role in Millennials’ identity, specifically Hispanic Millennials. “Our goal is to create comedic content that is culturally relevant and yet funny for all. We have created Space-Time Game Game, a hybrid between comedy and games presented by up and coming young comedians who try to improvise while they play silly games. We also offer Pop Up, our first scripted comedy series, shot in locations in Venice, California with a colorful and fun cast that deals with routine life when embarking on the creation of a pop-up store,” he comments.
Rincón announced that although LATV has been streaming on the main OTT platforms for the last two years, they are seeking to open new paths by launching their own content distribution network in a partnership with Pulpo Media.
“We are also thrilled to introduce Ette., a platform exclusively for women that shares practical and inspirational content created by a group of powerful and passionate Latinas. Ette. will be launched later this year, but in the meantime, branded content to feed our TV programming centered on women is being created,” he said.
He recognized that although they aren’t using programmatic yet for the sales of their advertising inventory, they are proactively seeking an option to do so.
He highlighted that Beer & Spirits is the category that has demonstrated greatest growth across all LATV platforms; and that Automotive, Beauty (and overall CPG), Telco, Retail, and Insurance have been very active over the last year.
Publicis Media, Omnicom Media Group, Haworth Media, Zubi/WPP and GroupM are some of the agencies they work with.
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