Sí TV will bid farewell to its name within the next few months. The English-language network has launched an extensive initiative to become “nuvoTV”, which will – according to the announcement – better reflect the network’s dual cultural pillars: Latino and American. The rebranding, which will go into effect on July 4, 2011, comes at a time when last year’s U.S. Census results continue to reveal the eye-catching growth of the nation’s Latino population.
Described as bolder and more vibrant by its network, nuvoTV will continue to provide original English-language entertainment that “speaks directly to Bi-Cultural Latinos”, known as “BCL’s”. BCL’s represent more than $650 billion of the current $1.2 trillion U.S. Hispanic consumer spending power and have been Sí TV’s target audience since its launch in 2004.
Chief Executive Officer Michael Schwimmer said the network will launch on the nation’s Independence Day as a symbol of the critical roles Latinos have in the United States today – and in the future.