Tuesday, September 15, 2009
LBI Media Inc., a Burbank-based family-owned broadcaster, launched a nationwide Latino television network this past Monday September 14. Estrella TV will reach about 70% of the nation's Latino television households. LBI Media is the parent of Liberman Broadcasting, which owns several major-market television stations including KRCA Los Angeles. Several other broadcasters including Hearst Television, Belo Corp. and Sunbeam Television have signed on as affiliates. The company plans create original programming six days a week (Monday through Saturday) from mid-afternoon through prime time. It will keep 60% of the ad inventory from its affiliates. The challenge on the table will be promoting Estrella nationwide especially because many of its affiliates are digital signals that are not established in the marketplace. We’ll see where it goes!