It was once a niche television station based in Los Angeles that today is a minority-owned and operated media company serving the U.S. Hispanic community as a content hub, talent incubator and cultural advocate.
Now, it is getting a bit of sales and marketing support from another L.A.-based company, an entity with roots in Spanish-language radio and television that today is a global digital powerhouse with a growing foothold in South America, Asia and Africa.
A strategic partnership has been forged between LATV Networks, offering “Latin Alternative TV” via digital platforms, and Entravision Communications.
“With Entravision’s scale and LATV’s content, the opportunities are endless,” says SVP of Sales Gisella Fu-Ripp, who shared the news via LinkedIn on Monday ahead of a formal press release.
Juan Saldivar, Chief Digital and Strategy Officer of Entravision, adds, “Our Company has extensive digital marketing expertise when it comes to reaching growing Latino audiences. This new partnership will provide LATV Networks with avenues to expand the distribution of their younger-skewing bilingual content at scale by leveraging our advanced technology infrastructure. At the same time, it further strengthens Entravision’s marketing portfolio of digital and content platforms.”
Through shared resources, content collaborations, and customized executions, Entravision and LATV Networks will deliver “creative and engagement-driven solutions that will allow access to the growing influential power of Latinos.”
For Entravision, providing LATV Networks with data technology and multi-channel distribution for its original content is the biggest attraction point for the partnership, which brings to market “a unique connected television offering with over 5,000 hours of content and innovative premium digital video content designed to expand the video marketplace across LATV Networks’ core content pillars: Latino Culture, Latinas, LGBTQ+ and Afro-Latinos.”
LATV Networks is led by CEO Andres Palencia. He comments, “By accelerating the growth of our Connected TV and digital platforms uniquely emphasizing Latino culture beyond language, this partnership addresses many of the challenges of marketing to our diverse and nuanced culture. Together, Entravision and LATV Networks will deliver unprecedented value to advertisers looking for innovative and flexible ways to reach Hispanic consumers of all ages, language choices, and media consumption preferences.”
Bruno Seros-Ulloa, who serves as President of LATV Networks, adds, “This collaboration addresses the increasing demand for our groundbreaking, authentic Latino content that can now be even further amplified with Entravision’s support. From arts and entertainment to food, fashion, music and lifestyle, LATV Networks truly immerses itself in all things Latino.”
Also chiming in is Chris Muñoz, Executive VP of National Sales for Entravision. “Marketers are more aggressive now than ever before when it comes to engaging with consumers,” he says. “As a result, they recognize the importance of delivering their message in precisely the right environment. Our vast portfolio of combined assets will provide our new mutual clients with a variety of innovative solutions that meet their evolving marketing needs.”
First up for Entravision — bringing LATV Networks content to streaming platforms such as Pluto TV, STIR, VIX and Peacock.
Further, Entravision and LATV Networks will approach new sales initiatives with customized incentives to provide first-to-market omni-channel offerings as well as open cross-promotion sales and distribution opportunities to advertisers.
LATV appears as a linear television network on broadcast channels in such markets as Fresno and Los Angeles and is a digital multicast offering in other markets across the U.S., including Miami-Fort Lauderdale and Las Vegas. In New York, it is carried as a linear channel on Spectrum and Verizon FiOS cable television systems.
Interestingly, LATV was founded in 2001 by Walter Ulloa, today the Chairman/CEO of Entravision. It first appeared at KJLA-57 in Oxnard-Ventura, which enjoyed must-carry status in the Los Angeles DMA; in 2003 a 24/7 programming schedule arrived. LATV was born out of the station’s successful nighttime lineup, which debuted in 1998.
Furthermore, Entravision’s historical ties to LATV include a 2007 arrangement that put LATV in 10 markets where Entravision owned and/or operated broadcast stations.
