Starting July 4, 2011, SíTV will become nuvoTV. The English-language Latino network will have a new on-air look and expand its programming line-up as part of its transformation.
The name nuvoTV was created from the first 2 letters of “nuevo” and “voice,” to better reflect “the network’s dual cultural pillars: Latino and American.” According to a company statement, the network’s current name – SíTV led to “confusion among potential viewers about the language of the content, which is English.”
The rebranded network is hoping to capitalize on the growth of bicultural Latinos. The 2010 Census data released so far indicates bicultural Latinos constitute about 38 of the 50 million Hispanics in the U.S.. Estimates are they represent more than $650 billion of the current $1.2 trillion U.S. Hispanic consumer spending power – an attractive target for advertisers.
As part of its rebranding efforts, the new network will add 3 original series: Reality show Operation: Osmín, about a Cuban exile taking 10 participants through a grueling fitness regimen; Mission Menu, a cooking show where 4 chefs do whatever it takes to redo menus from failing restaurants in order to make them a success; and PastPort, which follows Latino celebrities as they return to their families’ homeland for the first time.
The network will become Nielsen-rated in October 2011.
De "Si"TV a "nohubo" o "niuvo" TV. Bad bad choice!