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Si TV, America’s first and only media company to target the millions of 18-34-year old Latinos who prefer their entertainment in English, announced today the launch of a major new initiative that springs from the creation of two all-new community-based websites, http://entertainment.sitv.com/ and http://trends.sitv.com/. These sites provide the first content-based digital platform that delivers indie content tailored to young Latinos, while offering unprecedented opportunities for Latino artists and giving the advertising community a link to this high-growth demographic. Verizon Wireless, AOL Latino and Payless ShoeSource are among the strategic and advertising partners who are already demonstrating their commitment to the acculturated Latino population through integrated, multi-level partnerships with Si TV’s new digital initiative.
These websites are the first to deliver content created exclusively by and for the most dynamic demographic in America today, the Latino 18-34 segment, which is growing five times faster than total adults 18-34*. With 78% of English-dominant Latinos online** and 63% of young Latinos online four or more hours per day*** (81% of whom are acculturated and surf in English****), Si TV has identified an opportunity to bring the fresh content this demo craves to a mainstream audience.
"The launch of our new websites and related digital partnerships represents our company’s evolution from a cable/satellite network to a laser-focused media company with multiple distribution platforms and revenue streams. Reaching far beyond marketing the Si TV television network, our highly differentiated, content-based web strategy will offer young Latino adults unprecedented opportunities to be part of an online content-based community which creatively reflects the bicultural reality of their daily lives. For our business partners, Si TV’s entertaining, culturally-relevant content represents a bridge to build an important relationship with our coveted core audience by reaching them wherever they are, watching TV, online, or on the go," says Michael Schwimmer, CEO of Si TV.
On the new Si TV sites, these engaged consumers will find a compelling alternative to the usual hit-driven culture, with cutting-edge, indie content about music, film, gaming, cars and more, as well as extensive video offerings from Si TV shows and talent. These robust social networking sites focus on content-creation and content-sharing, and allow users to create their own profiles, upload photos and blog. In addition, http://entertainment.sitv.com/ and http://trends.sitv.com/ offer consumers the rare opportunity to interact directly with emerging Latino artists across multiple platforms, including on on-air, online and mobile technology.
These new websites effectively create the world’s first digital talent incubator uniquely designed to give voice to and open doors for Latino artists and content creators across a wide spectrum of talents: musicians, songwriters, actors, comedians, deejays, athletes, writers, poets, models, performance artists and others. Artists can post profiles, videos and web links in a culturally relevant environment with a targeted, enthusiastic audience for their work.
"No longer do young Latino artists have to wait to be discovered — we encourage creative individuals to use our customized platform to build and grow their own community," says Lisa Black, Senior Vice President of Digital Media for Si TV. "We created these sites with the unique characteristics of our audience in mind — their passion, their engagement, their connection to the culture and each other. That’s why these sites are all about connecting and sharing, with a definite voice and creative aesthetic that benefit both the talent and the enthusiastic website user."
Featured artists whose work generates extensive community response can be discovered and promoted by Si TV and the company’s network of sponsorship and strategic partners in on-air, online, and mobile campaigns and promotions. In this way, the advertising community enjoys access to an extraordinary new pool of truly authentic, relevant talent and voices. Si TV has already signed contracts with 150 emerging artists, and has launched significant, integrated campaigns using this talent base on behalf of advertising and strategic partners including Verizon Wireless, AOL Latino and Payless ShoeSource.
Si TV has already created spots and promotions for its advertising and strategic partners, pairing them with talented emerging Latino artists who are part of Si TV’s signed talent roster, generating an array of unique, organic branded entertainment opportunities, such as:
Si TV and Verizon Wireless teamed up in August in a talent search for a new Latino co-host of Verizon Wireless’ V CAST Video mobile entertainment service. Aspiring performers were invited to post their video auditions and profiles online at http://www.beonvcast.com/, where website visitors could then vote for their favorite candidates. The new V CAST host — Angie Jerez of Queens, NY — was just selected from among the top 10 vote-getters. Jerez makes her V CAST debut on November 8 when she interviews the hottest Latin artists on the green carpet at the 8th Annual Latin GRAMMY(R) Awards in Las Vegas.
Si TV joined forces with AOL Latino to launch a hub (http://entretenimiento.aol.com/television/sitv) where users can enjoy highlights from the hottest Si TV shows. In addition, AOL Latino helped promote Si TV’s "Jammin’," a talent showcase for up-and-coming Latino bands. The bands were first discovered on Si TV’s unique user-generated community website, and voted on by passionate and opinionated http://sitv.com/ users. The winner, L.A.-based band Glory for the People, appears on Si TV’s flagship series, The Drop, during its new fall season.
For sponsor Payless ShoeSource, Si TV developed a customized, integrated beauty makeover sweepstakes featuring Carmen Palumbo, whose Si TV-owned website, http://luvcarmen.com/, dispenses dating advice and tips. The resulting 90-second spot gives a Si TV viewer a makeover with the help of Payless shoes and accessories. Using Payless product as the starting point, Carmen builds the ultimate "first date look" with a new hairstyle, makeup and wardrobe.
In addition, the network has completely revamped and relaunched its original website, http://sitv.com/, which will now focus exclusively on information about Si TV programming on the company’s linear TV channel, including schedules, talent bios and blogs, video clips, behind-the-scenes footage and other community tools. Also, http://trends.sitv.com/ will launch on October 29th.
About Si TV
Si TV is America’s first media company to reach the millions of 18-34-year-old Latinos who prefer their content in English and seek it across all platforms — including linear television, the Internet, video-on-demand and wireless devices. Si TV offers authentic, relevant content and a 60% original programming slate that ranges from outrageous comedy to music, independent movies, lifestyle and talk. The network is available nationwide on Dish Network, and in more than 200 cities and communities across America, including New York, Los Angeles, Chicago, Dallas, Houston, Detroit, Denver, San Antonio and Las Vegas. Si TV’s cable and telco affiliates include AT&T, Cox, Comcast, Insight, Qwest, Time Warner Cable and Verizon, among others. For more information about Si TV, please visit http://www.sitv.com/.
SOURCES *Claritas 2007, 2010 vs. 2000 **Pew Hispanic Center: Latinos Online, March 2007 ***New American Dimensions: New Generation Latino, April 2007, Latinos 13-35 ****2006 AOL Latino Hispanic Cyberstudy
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