Jennifer Lopez To Partner With NuvoTV

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By R. Thomas Umstead

NuvoTV will team with actress/recording artist Jennifer Lopez to develop exclusive programming as part of a long-term deal.

NuvoTV will partner with Lopez and her production company, Nuyorican Productions, to develop programming and marketing strategy for the eight-year-old independent network, according to Michael Schwimmer, CEO of NuvoTV.

Schwimmer would not reveal specifics of the deal, but did say that Lopez is not making a financial investment in the channel.

The network last month secured $40 million in additional financing.

“It’s a creative and marketing partnership with elements of exclusivity,” said Schwimmer. “On the creative side we'll be working together on programming strategy and development … from a marketing perspective, she'll help us raise awareness for the network as well as the show's we'll get from Nuyorican Productions. She's really a partner across the board."

Lopez told Multichannel News that she’s looking forward to working with NuvoTV to create programming that targets English-language-speaking Latinos. She added that she’ll appear on-air in some of the news and serve as producer for others.

“I’ll do whatever I need to do to make sure that we create … what we envision, which is a great place for entertainment for the English- speaking Latino culture here in America,” she said.

Schwimmer said Lopez’s star power will help build the network’s brand among viewers and distributors.

“She's a global icon and superstar,” he said. “She's such as powerful force, we can't help but benefit from her celebrity and creative talent.”

One of the first projects under the new agreement will feature a look at Lopez’s recent concert tour with Enrique Iglesias, as well as a documentary focusing on Lopez’s backup dancers performing in the tour, according to Schwimmer. He added there’s no set number of shows Lopez has to develop under the deal.

“We need to find the right projects -- we wouldn't look at it from terms of how much content we get from them but finding the right projects that really work for our target audience in driving ratings,” he said. “The more we do that, the more we'll put on the air."