Executives at Estrella TV, claiming their 18-34 audience has been consistently growing during the past two years, have decided to jump all in with the launch of a new multi-channel network targeting millenials in June.
In order to feed that network, Estrella TV is also launching Fenómeno Studios – a 23,000 square foot facility in Burbank, close to its headquarters – that will house a creative space with production stages, edit bays and offices.
The space will be necessary to accommodate new production staff and You Tube talent that will have its content distributed on the Fenómeno network.
“The studios will be an incubator for new talent,” Judy Kenny, EVP of Network Sales and Marketing, tells Media Moves. “We’re not taking TV content and extending it to the multi-channel network. We’re creating new content with our stars [from Estrella TV shows] and YouTube stars with a fan base, which will help us aggregate traffic.”
Kenny says existing talent, such as 19 year-old singer Luis Coronel, a celebrity judge on Estrella TV’s talent show “Tengo Talento, Mucho Talento,” who has amassed 3.5 million Facebook fans and over 280,000 Twitter followers, will have his own channel on Fenómeno network. “We’ll be using his followers to generate his channel,” she says.
Estrella radio DJ and TV host/comedian Juan Razo, aka “Don Cheto,” who has 1.5 million Facebook fans and 144,000 Twitter followers, will also have his own channel.
“This is a way to extend our current talent and give them a forum,” says Kenny. “But we’ll be searching for new millenial talent as well.”
The Fenómeno network will feature channels that will curate music, comedy, gaming, lifestyle, do it yourself, beauty, beauty, sports and “whatever is indicative of what the Hispanic audience is interested in.”
While Estrella’s new platform won’t re-purpose television content, Kenny points out they will be looking at talent and program development on the multi-channel network for crossover to “linear television,” with the possibility of integrating brands in the process.
On the TV side, during its NY Upfront Monday, May 11 Estrella TV announced 3 new shows to its lineup:
- En La Lucha – A new entertainment program designed to showcase today’s rising political stars.
- iTestigo – A news-based “citizens reporters” program that will feature user generated content of events and social issues from across the country and the world. An iTestigo app will push geographically targeted requests for content from participating reporters.
- New comedy interview show (unnamed) – Starring Mexican actress and comedian Consuelo Duval.