Spanish-language film service VeneMovies will sport a new name on the Fourth of July.
The commercial-free, 24-hour channel, which exclusively presents films originally made in Spanish and is produced and distributed by Miami-based SOMOSTV, will change its name to ViendoMovies on July 4, while officially unveiling a new on-air look.
The makeover of the network -- which counts Comcast, Time Warner Cable, Cox, Cablevision, Charter, RCN, Atlantic Broadband, Verizon FiOS and AT&T U-verse in the U.S. and Choice Cable, One Link and Liberty in Puerto Rico -- comes as it celebrates its fifth anniversary on the air.
The moniker modification has been occurring over the past year with the mention of ViendoMovies occupying more and more screen and audio space. This strategy, and the fact that the key elements, such as the basic logo and musical themes have been retained, has been aimed at assimilating the transformation in a transparent fashion.
"The change of name is intended to harmonize better with the genre covered by the channel, within a growing bilingual market," said SOMOSTV president and CEO Luis Villanueva in a statement. "This new name also reaffirms the brand's actual personality, as a signal produced and distributed in and from the United States, which is why we have chosen such a key date."
ViendoMovies showcases Spanish-language films featuring stars from Mexico, Colombia, Argentina, Chile, Peru, Uruguay, Venezuela and Puerto Rico, among other countries, as well as Spain. It also covers and supports Hispanic film festivals in the Americas and Europe.
"Our screens show the best in current cinema," said Villanueva "with new talent and stories that are relevant in today's world."