On Nov. 11, RBR + TVBR reported that MundoMax — the successor to the MundoFox broadcast TV network — will soon be ceasing operations some 18 month after its launch.
Yesterday (11/22), network management confirmed the reports, officially putting to end rumors that first emerged during the summer.
RBR + TVBR OBSERVATION (full text below, for subscribers): The demise of the MundoMax network comes after the demise of its much more deep-pocketed predecesor, Fox’s MundoFox. Even that network’s debut was questionable, as the broadcast and cable TV marketplace is saturated with Spanish-language content. But, don’t mistake this network’s death as the “end of Spanish-language TV.”
In a letter to “colleagues and friends,” MundoMax President/CFO José I. Molina referred to conversations held over the last few months with the RCN-owned Spanish-language broadcast TV network in saying, “We are in the final stage of winding down our affiliate network.”
Meruelo Group’s KWHY-22 in Los Angeles and Valorem S.A.’s WGEN-8 in Miami will conclude their affiliation with MundoMax at the end of this month.
Other stations, including WOCK-13 in Chicago, have already ended their affiliation with MundoMax.
Explaining the demise of the network, Molina said, “Given the many changes underway across the entertainment landscape and despite having access to world class content, we were unable to settle on a distribution model that was economically feasible for our business.”
Molina took time to thank MundoMax SVP/Ad Sales Nicolas Valls and the network’s sales team. “Their commitment to serving the nation’s Hispanic consumers sustains our industry and ensures our market can continue to thrive as media consumption preferences change over time.”
While MundoMax didn’t work, it should not be seen as a harbinger of the ultimate demise of Spanish-language broadcast TV in the U.S.
“As the nation’s Hispanic population continues to grow and becomes ever more influential in all aspects of our society, we know that Spanish-language media will continue to play a role in informing and entertaining this vital consumer group,” Molina said.
RBR + TVBR OBSERVATION: The demise of the MundoMax network comes after the demise of its much more deep-pocketed predecesor, Fox’s MundoFox. Even that network’s debut was questionable, as the broadcast and cable TV marketplace is saturated with Spanish-language content. But, don’t mistake this network’s death as the “end of Spanish-language TV.” NBCU’s Telemundo network is on fire, and Univision — the longtime leader in Spanish-language television — is feeling the heat but remains a ratings and revenue monster in many ways that belie its poor Q3 and recent layoffs. Meanwhile, LBI Media’s Estrella TV is a success in the markets where it has key O&Os, and at last check some 75 pay-TV networks offering movies, live sports, scripted programming and reality shows were available to U.S. Hispanics. MundoMax and MundoFox came on to the scene too late, and the disappearance of MundoMax should in no way send the message that Hispanics are now mainly consuming English-language media.
