LOS ANGELES: The Latin Grammy Awards is making several changes this year to increase its appeal to ethnic Latinos, including hiring its first Hispanic outreach firm, the Axis Agency.Now in its sixth year, the awards show will move from CBS to Univision and switch to an all-Spanish format. "Because (the show) is Spanish-speaking only, we knew we had to get an agency who could really help target the Spanish speaking community domestically," said Ron Roecker, VP of communications & media relations for the Latin Academy of Recording Arts & Sciences Until now, Axis sister agency Rogers & Cowan had handled PR. That agency will continue to work on the account as well. Roecker added that Axis is charged with "not only driving viewership, but also helping to position the Latin Recording Academy as thought leader in the industry." Part of that work will center on promoting the show as the only "peer-to-peer" award in Latin music through both media relations and community outreach. The show takes place in Los Angeles on November 3rd.