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November 2004 Yes, Yes to Sí TVFive hundred stations and nothing to watch. Most channel surfers have made that complaint but, says Albert Chavez, MBA ’85, one group of Americans is especially under-served by television—second, third, and even fourth-generation Latino Americans whose primary language is English. Chavez is CFO of Sí TV, a new English-language cable network aimed at urban viewers ages 18 to 34. Chavez joined the company last November. Sí TV got its first financing in December, built sets in January, and went on the air in February. Sí TV’s major funding came in March. “It’s a different animal, starting a company from scratch, ” says Chavez, who co-founded El Dorado Communications, a holding company of Spanish-language radio stations, in the early nineties. The company’s productions may feature Latino-American actors and themes, but don’t let Chavez hear you call Sí TV a minority network. “Our target demographic is 18 to 34,” he says. “In the major urban areas, Hispanics will be up to 30 percent of the audience. If you add in African Americans—our programming tests very well with them—you have a majority of the population. You look at the dial and it doesn’t even come close to the mix of American demographics we’re looking at.” |
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