LatiNation Media (LATV) Reaches 25th Anniversary and Announces Entry into Vertical Microdrama Production with Los Angeles-Based Fumero Films

LatiNation Media (LATV) celebrates its 25th anniversary this Friday, August 14, and as part of its anniversary initiatives, Bruno Ulloa, COO and president, and Andrés Palencia, CEO of LatiNation Media, announced the company’s entry into the production of YouTube-first vertical microdramas through a partnership with Los Angeles-based production studio Fumero Films. The launch is slated for the first quarter of 2027.

The executives also told PRODU about other projects, including the second season of entertainment series Desmadre Live and the premiere of LATV Rewind, featuring live performances from the 25 years of exclusive performances held at LATV studios by artists such as Calle 13, Juanes, Café Tacvba, Los Tucanes de Tijuana and others. Also announced was the second season of freestyle rap battle series Batalla Nation, with Red Bull, across linear and digital platforms, premiering in 2027. The upcoming season will include a four-episode limited follow-doc series following four rappers as they prepare for the championship.

Another announcement was the expansion of its sports offering, which will include sports news and update programs distributed through LatiNation Media platforms and its partner SportsGrid.

Ulloa and Palencia also announced the second edition of the Hispanic Gen Z study “Culture Decoded: Gen Z’s Money, on Their Own Terms,” conducted in collaboration with Latino-owned research firm ThinkNow. The study combines a national survey of 400 Hispanic Gen Z respondents and will be released on September 14 of this year.

FOUR KEY PROGRAMMING PILLARS

The Los Angeles-based company was founded in 2001 as local TV network LATV by the late Walter Ulloa, former CEO of Entravision Communications Corp. In 2007, it became a national cable TV channel and, in 2023, completed its evolution into LatiNation Media, a multiplatform digital, linear and social platform.

“My father founded LATV to serve an audience that was too often overlooked. Twenty-five years later, that mission remains intact. As an independent, family-owned media company, we have evolved alongside our audience across platforms and screens while continuing to tell authentic stories that reflect the culture, creativity and identity of our community,” said Ulloa.

Ulloa highlighted his father’s mission: “To provide authentic representation of Latino culture, support emerging musical talent—LATV Live historically helped launch the careers of artists such as Daddy Yankee and Pitbull—and build a legacy that we see reflected every day.”

The executive explained that in 2019, his father entrusted him and Palencia with leading the company. “Since then, LATV evolved into LatiNation, expanding its distribution through social media, FAST channels, an app and a greater presence across owned-and-operated (O&O) platforms,” he said.

Ulloa noted that the company currently has four editorial pillars guiding its programming: culture—including music, lifestyle, fashion and sports—; programming focused on the LGBTQ+ community; content targeting Latina women—70% of the workforce is female and Latina—and content centered on the Afro-Latino community.

Over the past two and a half decades, the company has documented and helped shape the evolution of Latino culture through music, sports, entertainment and lifestyle content. From prominent artists featured during its early years, including Jenni Rivera, Café Tacvba and Pitbull, to its current collaborations with Chiquis, Jenny Lorenzo, Lone Lobos and SportsGrid, LatiNation produces more than 300 hours of original programming annually across the categories of culture, Latina, roots, sports, LGBTQ+ community and music.

Ulloa highlighted the recent hiring of Curly Velásquez as VP of Development at LatiNation Media. His background includes BuzzFeed, and he is valued for his deep understanding of social media and how different generations of Latinos consume content.

“He is helping us develop content that connects with younger generations of Latinos and enables LatiNation Media to stay constantly attuned to social media trends and the evolution and dynamics of different platforms,” he said.

MICRODRAMAS

Palencia provided more details about the vertical microdrama project.

“These microdramas align with Latino storytelling traditions, particularly telenovelas, but are targeted to U.S. Latinos, whose primary language is predominantly English and who seek culturally relevant stories. Microdramas are short-form, fast-consumption content that is efficient to produce and attractive to brands in terms of integration and monetization. The goal is to avoid the generic and inauthentic representations that often emerge from experimentation in the general-market space,” Palencia explained.

He noted that the initial partner is Fumero Films, which was selected for its experience in the ecosystem, monetization and distribution.

Led by Alejandro Fumero and Adriana Santos, Fumero Films is a recognized cultural hub specializing in premium short-form and vertical storytelling and has produced more than 50 vertical microdramas. Recently, Fumero Films achieved significant viral success with the series Academy of Lies, which surpassed 200 million views on TikTok.

The company will use LatiNation Media’s own studio infrastructure to expand production.

Palencia added that the project, slated for 2027, will likely launch between the first and second quarters. The plan is to launch a flagship series, quickly followed by another three or four complementary series. “The initial sweet spot will be to launch more than three or four titles, while future volume will be determined by audience response and brand demand,” he said.

He explained that the creative approach will emphasize authentic writers and directors, as well as original stories conceived specifically for the format, rather than simply adapting or repurposing existing content. “The goal is to avoid excessive reliance on AI-generated content,” he noted.

HISPANIC GEN Z STUDY

Preliminary findings from the “Culture Decoded: Gen Z’s Money, on Their Own Terms” study reveal a generation facing economic uncertainty with pragmatism: changing its consumption habits, prioritizing emergency savings and relying heavily on family for financial guidance.

Key findings include:

-Only 31% of Hispanic Gen Z respondents say they feel financially secure.

-62% have changed their spending habits due to rising prices.

-Building an emergency fund is their top financial priority.

-Only 21% currently have a retirement account.

-Just 14% actively invest.

-Parents are 10 times more trusted than financial influencers as a source of financial advice.

Taken together, the findings show how economic pressure, family influence and the desire for greater control are shaping the relationship Hispanic Gen Z has with money.