Time to Say Sí Wednesday2/22/2004 4:00 PM Eastern
Sí TV, part of a wave of English-language cable networks with Latino-themed content, will launch Wednesday with rollouts by some major distributors and charter sponsors on board.
Sí TV will be in 7 million homes when it debuts, according to Jeff Valdez, the network’s cofounder and co-chairman. That kickoff carriage includes a berth on EchoStar Communications Corp.’s Dish Network, on its "America’s Top 120" package, on channel 159 alongside MTV: Music Television, according to Sí TV.
Sí TV’s carriage will also include -- on analog and digital -- rollouts by Time Warner Cable systems in Texas, in San Antonio, Austin, Corpus Christi, Waco, San Marcos, Midland and Odessa. In addition to Time Warner, Sí TV has corporate carriage deals with Comcast Corp. and Cox Communications Inc.
The network’s roster of charter advertisers includes Wal-Mart Stores Inc., the U.S. Army, Sears, Roebuck & Co., General Motors Corp., EarthLink Inc., Conair Corp. and Sony Music.
Although Sí TV is officially launching this week, its big marketing push for consumers will be April Fool’s Day, when two of the network’s five original series debut.
Those programs are Urban Jungle, a reality game show that plops white surburbanites into the barrio of central Los Angeles, where they try to survive with the help of three street-wise "padrino," and I Can’t Believe It’s Cinema, whichre-edits Mexican movies into half-hour shows with new scripted English audio tracks.
Sí TV’s programs are being shot in HDTV and a letterbox format, according to Valdez.
For more on Sí TV, please see Linda Moss’ story on page 18 of Monday’s edition of Multichannel News.