Last night’s announcement of the exclusive partnership between NuvoTV (formerly SI-TV) the first English-language cable TV network for U.S. Latinos, and global superstar Jennifer Lopez is a major coup for the first TV cable network to targetU.S. English-speaking and bi-cultural Latinos.
Lopez, world-renowned actor, recording artist and businesswoman, and nuvoTV (www.mynuvotv.com), entered into an exclusive creative, production and marketing partnership which will bolster nuvoTV’s mission to deliver entertainment for today’s powerful Latino audience. This is definitely not a celebrity vanity partnership, it goes beyond any other partnership Lopez has with any other network.
As a partner, Lopez and her production company, Nuyorican Productions, will collaborate closely on all creative elements, including programming strategy, production and marketing. Lopez will also promote the network and work with nuvoTV to develop exciting new content targeting the Latino audience. She will work closely with nuvoTV’s distribution and advertising partners to help grow nuvoTV’s overall business.
“As an artist, businesswoman, producer and Latina, I’m passionate about seeing multicultural America on TV,” said Jennifer Lopez. “My partnership with nuvoTV reflects our mutual goal of creating top-quality entertainment and exciting stories that embrace the richness and beauty of Latin culture in America today.”
Lopez will be hands on as creative collaborator with nuvoTV, working to build and refine the original programming lineup, contributing new series and shows through Nuyorican Productions, and helping to drive viewership to the network. She will also act as executive producer on nuvoTV projects together with her long-time production partners, Simon Fields and Benny Medina. The first Nuyorican produced project for nuvoTV will be a music special based on Jennifer Lopez’s current Dance Again World Tour.
“Jennifer Lopez is a creative powerhouse and the perfect partner for our network and we are absolutely thrilled to have her on board with us,” said Michael Schwimmer, CEO, nuvoTV. “Jennifer’s unique combination of talent, imagination and determination, combined with her passion for great entertainment, gives nuvoTV a wonderful opportunity to redefine television tailored for English-speaking Latinos.”
This announcement comes on the heels of a recent investment $40 million to nuvoTV amid talk of not only Lopez coming on board with the cable network but also Ricky Martin and Emilio Estefan — who are also rumored to be working on programming of their own.
This year has marked the stepping up of the race among networks focusing on programming for English-speaking U.S. Latinos. With big players like Disney and Univision working on their news and lifestyle network, set to launch early 2013; and the El Rey cable Network which has Robert Rodriguez at the forefront and set to launch by 2014 in a deal with Comcast, it seems the race is on to capture the fastest growing and increasingly influential demographic in America U.S. English-speaking Latinos. With this move, nuvoTV has just put themselves front and center as the network to beat…At least for the moment.