• by Erik Sass , June 6, 2007

Si TV is launching an English-language HD TV network to serve the growing number of young Latinos who prefer to consume some or all of their media content in English. Beginning in 2008, it will be delivered by Verizon FiOS to its 10-state coverage area. The new service's programming will feature music, comedy, and reality TV shows, including 200 hours of original HD shows created by the network.

The new service caters to the media habits of second- and third-generation Latinos, who prefer English to Spanish by a wide margin. While 73% of first-generation Hispanic immigrants prefer Spanish over English, the number falls to 25% of their children and just 1% of their grandchildren.

However, third-generation Hispanics, born in the U.S., retain a sense of Hispanic identity and heritage that translates into English-language media consumption and purchasing decisions.

According to figures from Si TV, Hispanics ages 18-34 who prefer English or are bilingual control most of the ethnic community's $900 billion buying power. What's more, 35% of Latinos in that demo own an HDTV set, according to a survey conducted by Simmons NCS/NHCS in fall 2006.

By contrast, immigrants who continue to prefer Spanish-language content will get their own home shopping network, Shop Latino TV, launching on July 7. A partnership between Home Shopping Hispano and Grupo Innova, the new channel hopes to leverage Spanish-language affinity to take part of the $7 billion home-shopping market. Broadcast from Miami, the new service will have product delivery centers in Miami, Los Angeles and Puerto Rico.