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Miami’s GenTV Broadens Latino Base

Miami broadcaster GenTV this month relaunched to pursue the market’s Central and South American TV audience.

The channel -- which broadcasts over Key West, Fla. station WGEN-TV (channel 8) and a series of low-power repeaters across the Miami-Fort Lauderdale TV market -- is employing a new on-air look and new tagline, “La diferencia se ve” (See the difference).

“We found an opportunity gap with Central and South Americans,” said GenTV General Manager Roy Meyeringh, in a prepared statement. “We’re trying to give them a product that caters to them but doesn’t specifically target a niche, like a Mexican audience or a Cuban audience.”

GenTV, which is operated by Colombian broadcaster Caraol International, will boost its lineup of locally produced content from seven to 24 hours per week.

Newscaster Maria Elvira Salazar will lead the lineup with Maria Elvira, a one-hour show covering the latest headlines impacting politics and society.

Ricardo Brown and Andrea Linares will report on the latest news and information with two daily local newscasts.

GenTV also will premiere Mis Doctores, a daily show that covers a variety of health topics, and family-oriented programming, including Club 10, one of the most popular and successful children's programs in Latin America, and Popcorn TV, a family friendly video compilation show comprised of gags and bloopers. Meanwhile CineMAS will offer a block of both Hollywood movies and Latin American films.

The channel will also show three telenovelas from Brazil: Prueba de Amor, Salvaje and Pasiones Prohibidas.