U.S. HISPANIC
LATV presented in its NY upfront the new programming, entirely devoted to millennials
Maribel Ramos-Weiner| 29 de abril de 2016
Luca Bentivoglio, COO and Programming Director at LATV
Luca Bentivoglio, COO and Programming Director at LATV, announced in its NY upfront, new contents, entirely dedicated to millennials, made in LATVs studios in Los Angeles and that roll in all platforms.”Were going to talk about what millennials want to hear when they speak, not what we think they want to talk about said Bentivoglio to PRODU in the NY upfront, when presenting to agencies and clients the new 2017 programming, basically aimed at all the millennial audience of Latina and anglo origin who speaks English.The emblem of the upfront was made up of 3 ‘P’ letters, standing for new partners, new programming and new plataforms. The Los Angeles Times newspaper, with whom they will make a program on politics, was among the partners, also devoted to millennials; with the NFL they are launching FanNation; and they have agreements with the advertising network Pulpo, which belongs to their partner Entravision.Bentivoglio stressed that in their new spaces they will be representing the current US citizen, who isn´t monolithic, but has a combination of features instead, including gay, transgender, lesbian, African Americans, Cuban-Americans, Mexican-Americans, Colombian-Americans.”We want to reflect what youth really is in this country said Luca, pointing out that the new space The Zoo was created with this purpose: to include wild talk. Something similar was the concept behind The Edge, a program about electronic music.He expressed that on the new grid they dont have programming made in Mexico. Mexican programming does not speak to the US millennial. Ours does.
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