The new CNN Latino could go national in one or two years

Eduardo Suárez, VP of Programming and Production of CNN en Español, told PRODU the new channel CNN Latino, launched in late January, could become a national network in one or two years when it reaches 65% of the total U.S. audience.“We’re in constant contact with stations across the country; that’s why CNN Latino could break out and go national in the U.S. within the next two years. These stations are in important markets that know CNN is a proven brand in the U.S.,” added Suárez.He says advertising agencies are looking for niches and CNN Latino fits the concept perfectly.Suárez added that, to support this operation, CNN is strengthening its bureaus in Mexico, Los Angeles, Miami and Atlanta. These offices produce the new CNN Latino programming in addition to the 14 daily hours of content produced for CNN en Español Monday through Friday. Only two shows air unchanged on both CNN en Español and CNN Latino: one is Cala, which airs in primetime from 9 to 10pm; and the other one is Conclusiones, which airs live in both markets simultaneously.“We are also adding some local programming in Los Angeles in primetime: KTLA Channel 5 reporter Elizabeth Espinosa joins us with her local show Sin Límites at 8pm. Our primetime is pinning analysis and information against novelas because we believe there is a large number of people who want to see something useful rather than just entertaining. CNN Latino will be very important for the development of Hispanics in the U.S.,” he added.Suárez has been involved in five channel launches and says CNN Latino has been the most difficult, but also the most promising and ambitious of his career.