A TV channel aimed at Latinos will change its name July 4 as it steps up efforts to reach a bicultural Hispanic audience, Advertising Age reported.
The channel is Si TV, an English-language cable channel focused on Latinos. Beginning July 4 it will be known as Nuvo TV, for “new voice.”
The change represents the ongoing effort to reach the nation’s growing Latino population. Nuvo will target a demographic that is familiar with U.S. culture but also seeks a connection to its Latino 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 of 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."