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Canal Ella, Girl Scouts Establish Media Partnership

Canal Ella, the Spanish-language lifestyle and entertainment channel designed for U.S. Hispanic viewers, has inked a media partnership with Girl Scouts of the USA that will promote Latina leadership.

The partnership recognizes the Girl Scouts of the USA's multiyear campaign, "Juntos por Ella" ("To Get Her There"), aimed at helping the current generation of Hispanic girls become tomorrow's leaders.

During, this, its 100th year, the Girl Scouts conducted research that found Hispanic girls, as well as African-American girls, rank among the highest in levels of self-confidence and aspirations for leadership. In fact, the study shows that 70% of Hispanic girls say they view themselves as leaders.

To personalize their membership outreach toward the rapidly growing number of Spanish-speaking households, Canal Ella, which is produced by MGM Networks Latin America, will develop localized PSAs under "Historias de Exito" ("Stories of Success") banner. The programming will feature the organization's first Hispanic CEO, Anna Maria Chavez, along with other inspiring members-both current and past-from top Hispanic DMAs.

The awareness campaign will direct viewers to the Spanish website. It will also be made available in the U.S. on Canal Ella and its social platforms, as well as through its sister channels-Casa Club TV and MGM in Latin America, which total more than 50 million subscribers.

"Part of our mission is to become a socially relevant pay-tv channel, oriented to the community by using our on-air and digital platforms to shine light on important organizations such as the Girl Scouts of the USA, that help to empower US Hispanic women of all ages," said Marcello Coltro, executive vice president and CMO for MGM Networks Latin America, in announcing the partnership. "Girl Scouts reaches out to 3.2 million girls and adult members, and today more than 50 million women in the U.S. are Girl Scout alumni who have been positively influenced by the organization."

Added Roy Meyeringh, director of U.S. affiliate sales for Canal Ella: "As an aspirational women's channel that is a conduit to the U.S. Hispanic population, Canal Ella would like to honor these amazing women in their continued contribution to the mission of creating girls of courage, confidence and character, who make the world a better place."