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LatinAmerica Broadcasting executive to address trends in television

By Marc Speir
University News Service
April 18, 2007


LA TV
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Danny Hermosillo, director of community affairs and public relations for Houston-based LatinAmerica Broadcasting Inc. (LAT-TV), will speak about emerging trends in television on Thursday, April 19 from 2-3:15 p.m. in Old Main room 201 on the campus of Texas State University-San Marcos.

Hermosillo’s speech is titled, “Emerging Trends in Television: Latin TV, a face in Spanish language television in the U.S.” The speech is free to attend and open to the public.

According to the Houston Business Journal, LAT-TV has entered into an affiliation agreement with Equity Media Holdings Corporation to launch its content in 22 new markets.

The deal brings the Spanish language broadcaster closer to meeting Federal Communications Commission requirements to be a full broadcast network by enabling it to reach 70 percent of the Nielsen-designated market area within the next two years. The affiliation with Little Rock, Ark.-based Equity Media also increases LAT-TV’s reach to 27 stations.

On May 19, 2006, the network launched in five markets: Houston on KCVH-30, Dallas/Fort Worth (KJJM-34), Phoenix (KVPA-42), Austin (KVAT-17) and San Antonio (KISA-40). Overall, the initial launch has served 5.2 million Hispanics and 17.4 percent of the U.S. Latino population ages 18 to 49.

On May 30 of this year, the broadcaster will open in cities including Atlanta, Las Vegas, Salt Lake City, Denver, Seattle and Portland including certain parts of California and Florida.

The company hopes to reach 40 percent of the Nielsen-designated market area coverage by the beginning of 2008, and 70 percent within the next two years.

“Three years ago we set out to build a new Hispanic network knowing that we would need to partner with groups like Equity Media Holdings,” said Rocky Springstead, CEO and president of LAT-TV. “We are pleased to be doing business with a group that will assist us with the growth of our network as we extend our brand across the country.”

Federico Subervi, professor in the School of Journalism and Mass Communication and director of the Latinos and Media Project (LAMP), invited Hermosillo to give his lecture during the normal meeting time for Subervi’s Latinos and Media class.

“LAT-TV is emerging as an alternative to the two giant networks, Telemundo and Univision, by broadcasting a wider range of programs than has typically been available in Spanish for the Latino audiences,” Subervi said. “Hermosillo, who is very knowledgeable of Latino-oriented media and the Hispanic audiences, will discuss in detail the development of LAT-TV and its projected growth and influence in the Southwestern region of the country.”

For more information, contact Federico Subervi, via phone at (512) 245-5267 or e-mail fs11@txstate.edu.