Brand Extension:Vme launches Vme Kids

Laura Morales




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Hispanic TV broadcast network Vme is strengthening its commitment to Latino families with the launch of a new channel for preschoolers – Vme Kids, a 24/7 channel to focus specifically on preschoolers for whom Spanish is the home language.

From the magical gifts of Dibo (the Dinosaur), to the vivid imagination of Los Difraces de Dougie (Dougie in Disguise) and the creative introductions of colors, numbers and reading from shows like Los Supernúmeros (Numberjacks), Bruno y los amigos Banana (Bruno & the Banana Bunch) and Cinco Minutos Más (Five Minutes More), Vme Kids offers a vibrant and diverse lineup to capture the attention of our young audience. The Vme Kids schedule will also feature hits including LazyTown, Jim de la Luna, Musti, 7 Pets, Pororo and Connie la Vaquita (Connie the Cow), among others.
Vme Kids launches on AT&T U-verseÒ channel 3058 on September 1, 2010 with additional distributors to be announced. Vme will support each of its distribution partners with significant on-the-ground marketing events such as book tours with Vme’s sister company, Santillana USA, owned by Spain’s Grupo Prisa, and a LazyTown Live! school-based tour.
Since the successful launch of its broadcast network in 2007, Vmehas built a large library of educational Spanish kids programming in the US, making Vme the recognized network for quality programming for kids. In addition to the launch of Vme Kids, Vme continues to offer the only daily broadcast block of kids programming on its main network.
President and CEO Carmen M. DiRienzo said, “Building on the success of our kids block, Vmeis uniquely positioned to offer this new channel for our littlest viewers and their caregivers. In addition to entertainment, the channel is designed to support the clear guidance of educators who emphasize how important it is for kids to learn in their first language…in order to be able to excel in learning other languages.”
In the development of Vme and Vme Kids programming, the network has consulted with leading policy makers, researchers and educators who share a unified concern about helping Hispanic preschool children overcome a widening language and literacy gap. Several research studies1 show that a strong early grounding in the language of the home – in this case, Spanish – builds fundamental language skills that facilitate and accelerate learning English.
Knowing that Latinos have a high level of co-viewing with their kids, Vme’s content goes beyond kids to offer information that helps parents reinforce the lessons from the screen into hands-on activities that can serve as the foundation for school readiness and success. Plus Vme Kids will offer programs and interstitials that help kids transfer Spanish language skills and vocabulary to English – strengthening their understanding, and even their parents understanding, of both languages.