NEW YORK: TeleNoticias, a broadcast company dedicated to servicing Spanish-language television, radio, and internet media outlets, launched last week. David Henry, former SVP for On The Scene Productions, and Dan Durazo, founder of NoticiasWire and principal of Durazo Communications, founded the new venture.The opening comes one month after the company conducted a survey of Spanish-language TV stations on which 95% of respondents said video news releases (VNRs) should be voiced in Spanish. Eighty-eight percent said sound bites needed to be in Spanish, and 72% said they were not likely to use releases received only in English. Queried on the mistakes seen in VNRs and b-roll packages sent to respondents' stations, the most commonly cited complaints were "The package is not in Spanish," "Proper Spanish was not used," and "The packages lack cultural sensitivity." Several broadcast production companies translate TV and radio releases from their original English to Spanish, but TeleNoticias emerges as the only shop focused on producing and distributing content solely for Spanish-speaking outlets. "It's not as easy as simply translating from English to Spanish," said Henry. "We have assembled a team of Spanish-speaking producers and media experts who understand the cultural differences between the Hispanic/Latino community and the general US population." The two largest Spanish networks, Univision and Telemundo, reach 97% and 91%, respectively, of the estimated 10.57 million Hispanic households with televisions in the US.