• by Wayne Friedman , July 2, 2013

NUVOtv, the English-language cable network for Latinos, has inked a “charter” upfront deal with Starcom MediaVest Group Multicultural.

According to the network, the media buy covers a number of clients at SMG -- and will include traditional media placement, as well as customized marketing and media pieces. Specific media deal points were not disclosed.

Lia Silkworth, executive vice president and managing director, Tapestry, part of SMG Multicultural, stated: “SMG’s Latino Identity study demonstrated how culturally dexterous this community is. We believe NUVOtv is an example of this dexterity.”
 
On Monday,  NUVOtv will unveil a new on-air look featuring a new logo and color palette along with the tagline, “We Are It.” New initiatives include an update of network’s Web site, and bigger commitment among on-air talent for program integration.
 
Recently, performer and entrepreneur Jennifer Lopez took on the role as NUVOtv’s Chief Creative Officer. Lopez already had a deal production and marketing partnership with NUVOtv.

Craig Geller, senior vice president of ad sales for NUVOtv, said, “This investment reflects SMG Multicultural’s leadership in the Hispanic marketplace. [It] validates the value of modern Latino consumers and NUVOtv’s unique ability to deliver this audience with high-quality original entertainment programming.”

NUVOtv is available in 33 million U.S. homes through Dish Network, AT&T U-vrse, Verizon FiOS, Comcast, Cox Cable, and Time Warner Cable. The network started in 2004 as Si TV .