LATV Goes 24/7 Across the Country

LOS ANGELES LATV, a network that targets young Latinos, said it is launching national, around-the-clock programming today.

The West Los Angeles-based network, which was founded in 2001 by Entravision co-founder and CEO Walter Ulloa, had recently offered four hours of programming a day to more than three million homes in the Los Angeles area via cable and satellite. It will now offer six hours of programming a day, which will be available 24 hours a day, seven days a week, to cable and satellite providers across the U.S.

“We had, from the very beginning, intended to make this a national channel,” said LATV president Daniel Crowe. “We’ve created a production machine here to create the programming we need to do it.”

LATV targets Latinos ages 12-34 with shows that are primarily in English, with some Spanish-language music included. With programs including Request@LATV, which tracks viewer requests and plays the most in-demand songs, and LATV Live, a two-hour show that features live performances from Latin artists, as well as music news reports, fashion segments and a calendar of events, LATV considers its biggest competition to be MTV, said Crowe.

Local advertisers for LATV include Volkswagen, Heineken, Universal Pictures, McDonald’s and Target stores, among others. While the network does not yet have commitments from companies to advertise on a national scale, a handful of advertisers have expressed interest, said Crowe.