Jennifer Lopez's NuvoTV has done a charter upfront advertising deal with the multicultural arm of Starcom MediaVest Group.
The media buy -- the value of which was not disclosed -- covers many SMG clients and includes both traditional commercial buys as well as customized marketing packages.
Lopez signed on as chief creative officer for the channel, which focuses on English-language programming for Latino audiences. NuvoTV launched a new on-air look this week. On July 18, it will premiere new original programming including Jennifer Lopez: Her Life. Her Journey.
"As we embark on our brand refresh with Jennifer Lopez as chief creative officer, SMG Multicultural has taken a leadership position with a strategic commitment across our network. This investment reflects SMG Multicultural's leadership in the Hispanic marketplace, and validates the value of Modern Latino consumers and NuvoTV's unique ability to deliver this audience with high quality original entertainment programming," Craig Geller, senior VP of ad sales at NuvoTV, said in a statement.
"SMG's Latino Identity study demonstrated how culturally dexterous this community is. We believe NuvoTV is an example of this dexterity and we look forward to working together with them," said Lia Silkworth, executive VP and managing director, Tapestry, part of SMG Multicultural.