What: Carlos Slim is planning to launch a 100% Mexican channel aimed at Mexican audiences in the United States, in late 2017. Nuestra Vision will be launched by Slim’s latAm cell-phone company America Movil’s unit Publicidad y Contenido Editorial to target 35 million Mexican-Americans, the largest segment of the U.S. Hispanic audience.
Why it matters: Mexican Americans amount to 70% of the Hispanic population and continue to be a key audience segment. Slim’s America Movil (Publicidad y Contenido Editorial) could become a significant competitor to Univision (of which Mexican Televisa is a substantial competitor) and NBC’s Telemundo. Azteca America is another player in the Mexican-American TV market.
Telecommunications tycoon Carlos Slim is planning to launch a 100% Mexican channel aimed at Mexican audiences in the United States, in late 2017.
The channel, dubbed Nuestra Vision (“Our Vision” in English), will be positioned as a direct competitor of well-known hispanic broadcasters such as Univision and Telemundo. Univision, which reaches 97% of Hispanic households in the U.S., announced that it would expand its relationship with Mexican media company Televisa this week.
Nuestra Vision will be launched by the America Movil unit Publicidad y Contenido Editorial. América Móvil, the largest cellular phone company in Latin America, is owned by Slim and run by CEO Victor Herrera and VP Stephano Herrera.
“Nuestra Visión is focussed on Mexicans, made by Mexicans and transmitted from Mexico,” said the narrator in a promotional video.
Nuestra Visión will air news, movies, sports highlights and will aim to be “100%” Mexican and in support of Mexico’s heritage. Through this content, the company is planning target 35 million Mexican-Americans, the largest segment of the U.S. Hispanic audience.
“Because we know their preferences, customs, entertainment and communication needs, we are able to provide customized and authentic content,” CEO Víctor Herrera said in a statement.
The channel, which will be transmitted from Mexico, is “currently open to broadcast as a DTT [Digital terrestrial television] affiliates across the U.S. interested in joining them to reshape the landscape of Hispanic media,” stated a company spokesperson.
The channel will launch in a year of great tension between the U.S. and Mexico triggered by the new president Trump. Slim had suggested the candidate’s economic policies could “destroy” the United States, while Trump accused Slim of orchestrating unfavorable coverage of his candidacy.
For the moment, the company wont reveal further details on its affiliates and distribution plans.
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