Wednesday, March 16, 2011

Si TV to Change Name as It Aims for Bicultural Latinos

By Brian Steinberg, AdAge

The Latino-focused English-language cable channel Si TV is changing its name on July 4 to Nuvo TV, for "new voice," in a bid to better pursue bicultural Latino audiences.

The move is the latest effort to harness the power of the nation's growing Latino population. The U.S. Census effort is expected to reveal significant growth not only among Latinos but among Latinos born in the U.S. The demographic Nuvo will aim for is very familiar with U.S. culture but also wants a little more relevance to its particular background.

"Most everyone is focused on total U.S. Hispanics, but the real story is the bicultural Latino," said Rafael Oller, the network's senior VP-marketing. "Three out of four speak English well or very well. These bicultural Latinos self-identify as Latino and American and are looking for culturally relevant programming."

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