Fox Hispanic Media, JeffreyGroup unveil Spanish-language channel

LOS ANGELES: Fox Hispanic Media is working with JeffreyGroup on the launch of MundoFox, News Corp.'s first ­national Spanish-language broadcast network.

LOS ANGELES: Fox Hispanic Media is working with JeffreyGroup on the launch of MundoFox, News Corp.'s first ­national Spanish-language broadcast network.

The agency is helping MundoFox, a joint venture between News Corp.'s Fox International Channels and Colombian broadcaster RCN Television, position itself as a new kind of Spanish-language channel. When MundoFox launches on August 13 in the US and Puerto Rico, it will compete against networks such as longtime market leader Univision and Comcast's Telemundo.

MundoFox aims to “challenge the traditional formula for Spanish-language TV,” said Oswald Mendez, CMO of MundoFox.

The network is hosting an event August 9 in Los Angeles for TV industry leaders and influencers to celebrate the launch. On July 7, MundoFox began a month-long road show, hosting events in Los Angeles, Chicago, New York, Miami, and Dallas that included musical guests, show vignettes, and competitions from the game show Minute to Win It.

“We wanted consumers to feel and experience in a tangible way what the brand is all about,” Mendez said.

Since the network began targeting the trade press in May, its outreach has expanded to radio, TV, national magazines, and newspapers. MundoFox also has Facebook and Twitter pages, and it has enlisted some network celebrities as brand ambassadors on social media.

“The team has gone through social media training with our talent, and they've become incredible ambassadors and very strong voices for us,” Mendez said.

JeffreyGroup began working with MundoFox in January. Parent company Fox Hispanic Media has been JeffreyGroup's client for five years, with the agency helping to launch sports cable channel Fox Deportes; women's channel Utilisima; and Nat Geo Mundo, National Geographic's Spanish channel.

MundoFox's programming will include drama and comedy series, telenovelas, a game show, a sports line-up, and a national nightly news program.

“We want to bring to the table what Fox did 25 years ago when it launched against ABC, CBS, and NBC,” Mendez said. “It's a different choice and formula to TV that brings more innovation and a little more of an edge to the marketplace, not to mention the quality of our storylines and production.” 

At its launch, MundoFox will be distributed to nearly 80% of the marketplace, Mendez said. Audiences have responded well to its programs during testing, he added.

“We believe there is a space in the marketplace for everyone. It's a wonderful thing that the market has grown to the potential that there's room for one more player,” Mendez said.

Fifty percent of US population growth over the past decade has come from Americans of Latin-American ­de­scent, and Hispanics' annual spending power amounts to $1 trillion, according to Nielsen Media Research.

Univision has launched three networks this year and will debut an English-language cable channel with ABC News in 2013 for Latinos. Comcast created El Rey, an English-language cable TV network aimed at second- and third-generation Latinos.

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