Cross posted at VivirLatino.

If you’re like me, you watch Spanish-language television but think that most of what’s on it makes you feel like it was created for people who lack brain cells. It seems like the people behind the production fail to realize that their viewers aren’t idiots, and insist on feeding them TV psychics, Mario Almada movies and lots and lots of novelas. I’m not sure if that will change any time soon, but this might be a good sign:

A for-profit venture partnered with public television, V-me (pronounced “veh-meh,” from the Spanish veme, for “see me”) is a 24-hour digital broadcast network carried on basic digital cable and satellite systems. The network will be partners with public TV stations, which will receive V-me at no cost… Programming features a mix of original productions and acquisitions as well as public television fare adapted for American Latinos, with content organized into four categories: lifestyle, factual, movie/special events, and kids (with V-me devoting 36 hours per week for programming devoted to preschoolers).

V-me has established content and co-production relationships with PBS producers WGBH and Thirteen/WNET, in addition to Sesame Workshop, HiT Entertainment, Alliance Atlantis and others. Familiar programs on the schedule range from “Cyberchase” and “Plaza Sesamo” to “Nature” and “Great Performances.” The network’s flagship original program, “Viva Voz,” is a nightly interview series that promises to discuss social issues affecting Latinos and society as a whole.

A couple of interesting things here. One is the obvious: “Nature” and “Great Performances” are at about the very opposite end of the spectrum of what is currently seen on Telemundo and Univision. Appealing to a higher common denominator, what an interesting concept. But is it risky? I don’t think so. I often watch Univision agape, asking myself why they air such trash, supposedly for people from Latin America, when in Latin America there actually is good programming.

Also interesting: V-me is devoting 36 hours per week to kids programming — precisely the area that Univision got fined a record $24 million for skimping on recently.

Interesting too is the language of choice. V-me appears to be banking on US Latinos whose language is primarily Spanish, rather than the other way around like Mun2 and other ventures have done it.

I have to say their branding speaks to me, and it probably will resonate with a lot of people who have the same gripes I do about Spanish language TV. From their website:

Porque queremos vernos y mostrarnos de una manera positiva. Porque esperamos más de la televisión en español.

According to AP, V-me will initially be available in New York, Miami, Los Angeles, Houston, Chicago, San Francisco and San Antonio, among other cities.

Via / Yahoo! Entertainment

Images via V-me and NielsenMedia.com

This two-part report by IHispanic’s Nacho Hernandez and MarketingProfs is a must-read for anyone who’s serious about marketing to Latino consumers. Here’s a taste, then read on at MarketingProfs.

Marketing to the Hispanic Market (Part 1 of 2)
by Ignacio “Nacho” Hernandez Jr.
April 4, 2006

The US Hispanic population, with its growing purchasing power and impressive growth in media usage, has companies scrambling for ideas and ways to effectively target this barely tapped market. According to TNS Media Intelligence, marketers invested 10.5% more in America’s largest minority in 2005 than they did in 2004. In the US market overall, marketers invested a mere 3.4 percent more from 2004 to 2005.

In 2002, the US Hispanic population officially became the largest minority in the United States, and it will continue in this position through at least 2050. Synovate reported in 2004 that over 43.5 million US Hispanics make up almost 15 percent of the US population—a percentage growing 5 times faster than the general population, which is more than a 70% increase in the last 10 years. By the year 2020, which is only 14 short years away, there will be 1 out of 5 Americans to be of Hispanic origin. This source also tells us that net natural growth of the Hispanic population (births minus deaths) surpassed immigration as the main source of population growth in 2004. This means that each year over 1 million children will be born to Hispanic mothers. Have you ever wondered where they will go to school and grow up learning? Better yet, how companies are marketing to them?

READ MORE