In what may be an under-the-radar story in Spanish-language TV, the new Fox-owned entry will be a broadcast network. It has signed affiliates in 40-plus markets in advance of its mid-August launch. The network, which will accept ads in English and Spanish, also has signed a trio of top-line launch sponsors.
Speaking about how MundoFox will differentiate itself, ad sales head Tom Maney said it will look to appeal to a broader audience than a population with Mexican roots. Its program supplier is Colombia’s RCN, and some content from TeleFutura such as drama “El Capo” will move over.
“We are not about what life was like in Mexico yesterday -- we are about what our viewers’ life is like in the United States,” Maney said.
The network is part of a Fox Hispanic Media group; it will be the only one with broadcast distribution. Maney said it will benefit from resources within the broad Fox group. None of the affiliates will be owned and operated by Fox, and the network is not ticketed for digital multicast distribution.
Its first ad in a bit of corporate synergy will for an upcoming 20th Century Fox film. L’Oréal, Toyota and T-Mobile have signed as charter sponsors, which includes on-air roles, such as interstitials with network talent, as well as a presence on digital platforms.
The advertisers on some levels will also have roles on Utilísima, Nat Geo Mundo and Fox Deportes, the other members of the Fox Hispanic Media group.
English-language ads are not expected to be anywhere close to dominant, but Maney said the network believes it will attract a “very bilingual audience.”
As for programming, Maney and network executives said the goal is to be an “FX or TNT in Spanish.”