More than two decades ago, the now-deceased founder of Entravision Communications launched a unique-to-its times bilingual over-the-air broadcast television channel devoted to the next-generation Latino, with an over-the-air facility in Southern California. Today, that operation has morphed into the digital-and-linear network LATV, with SVP/Sales Gisella Fu-Ripp becoming a highly visible figure in recent years for the channel.
Now, LATV, or “Latino Alternative TV,” has a new parent brand. And, it is led by the son of LATV creator Walter Ulloa.
Introducing LatiNation Media, a new entity that sees it “positioning itself to extend and expand the array of content and services that represent bilingual and bicultural Latinos in the U.S.
While serving as the parent of LATV’s linear, AVOD, and FAST network, it also seeks to expand LatiNation Digital, LatiNation Studios, and LatiNation Creative.
“This strategic move reflects LATV’s commitment to innovation and the authentic representation of Latino culture,” the company says.
LatiNation Media’s brands, including its digital ad network, currently reach over 65% of the bilingual U.S. Hispanic audience 18-49.
“My father, Walter Ulloa, started LATV over 20 years ago when it became one of the first bilingual content brands that was – and still is – a Latino-owned business,” said LatiNation Media President Bruno Ulloa. “Fast-forward to 2024, and part of my legacy is now to engineer culturally relevant content for our GenZ and Millennial Latino audience. This responsibility to our community is part of LATV’s origin story, and we are committed to continuously expanding the presence of Latinos in visual media. The move to LatiNation is a natural evolution based on our position as the industry leader in American Latino culture.”
CEO Andres Palencia added, “LatiNation Media represents not just an expansion but an unprecedented resource for brands wanting to form lasting and impactful connections with today’s most influential audience. The full menu of what LatiNation Media offers includes original content, innovative advertising solutions, and expansive distribution. This pivotal moment marks the culmination of our journey toward launching an all-encompassing media entity powered by authentic bilingual Latino content. It is a true game-changer for the industry.”
More brand details will be presented at LATV’s 2024 IAB NewFronts on Wednesday, May 1 in New York and streamed virtually at 11:50 a.m. ET.
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