Los Angeles, CA–(HISPANIC PR WIRE)–September 6, 2007–Sí TV, America’s first and only television network to target the millions of 18–34-year old Latinos who prefer their entertainment in English, will celebrate Hispanic Heritage Month by launching its first ever public interest initiative, a campaign designed to encourage young Latinos to serve their communities by volunteering. The “Sí The Difference” campaign will include original promo spots featuring artist-activist La Bruja, whose compelling messages about the power of the individual will run throughout Hispanic Heritage Month on Sí TV and sitv.com.
Additionally, throughout the month Sí TV will air special Latin-themed episodes of Flow & Tell, the street-wise series that creates a true two-way dialogue with viewers by combining honest, passionate interviews with young Latinos and the hottest music videos. The Flow & Tell episodes will be packaged with additional tune-in promos promoting volunteerism.
Sí TV will highlight La Bruja, who performs frequently at schools, universities, hospitals, and community centers around the country, inspiring countless young girls through her program Latinas4Life—an initiative to empower Latino youth. For Sí TV, La Bruja has created a series of PSAs featuring spoken word performances that emphasize the power of doing something, whatever that might be, to give back to the community. The spots featuring La Bruja, intended to launch the “Si The Difference” campaign, will air on Sí TV and sitv.com throughout Hispanic Heritage Month.
Jacqueline B. Reynolds, Sí TV’s Vice President, Marketing, said, “La Bruja’s message is our message. We are all about inspiring and empowering young Latinos to express themselves and give back to their communities. In fact, our audience already has a tremendous degree of volunteerism.”
Recent research indicates that young Latinos are inclined to be active in their communities:
— 56% of Latinos ages 14-24 are actively involved in their community (vs. 19% of non-Latinos). Source: 2006 Latino Intelligence Report, The Intelligence Group.
— 64% of English-dominant Latino TV viewers ages 18-34 are willing to volunteer for a good cause. Source: Simmons NHCS/NCS Fall 2006 Full Year Survey.
— Latino volunteerism occurs first in the context of family and secondarily in the neighborhood and church as opposed to mainstream community-based organizations. Source: Oregon State University, Recruiting & Supporting Latino Volunteers, June 2000.
Additionally, throughout Hispanic Heritage Month, Sí TV will air special Latin-themed episodes of Flow & Tell, in which, young Latinos speak directly into the show’s camera to articulate their deepest thoughts, angriest rants, most personal secrets, long-held opinions, funniest jokes and silliest ideas. For the special Hispanic Heritage Month episodes, young Latinos will talk—honestly, passionately, even humorously—about a variety of topics that reflect what their Hispanic heritage means to them. Promos for the Flow & Tell episodes will also promote volunteerism.
During the first week of Hispanic Heritage Month, Sí TV will air daily Latin-themed episodes of Flow & Tell. Beginning on September 24, the episodes will then air only on Mondays. These special Hispanic Heritage Month episodes include (all air times 4:00 PM ET/PT):
Monday, September 17: “Being Bilingual”
Tuesday, September 18: “Latino Power”
Wednesday, September 19: “Growing Up Latino”
Thursday, September 20: “Latino Music”
Friday, September 21: “Las Divas”
Monday, September 24: “Boriqua Pride”
Monday, October 1: “Latinos: United or Divided?”
About Sí TV
Sí TV is America’s first media company to reach the millions of 18-34 year old Latinos who prefer their content in English and seek it across all platforms—including linear television, online, video-on-demand and wireless devices. Sí TV offers authentic, relevant content and a 60% original programming slate that ranges from outrageous comedy to music, independent movies, lifestyle and talk. The network is available nationwide on Dish Network, and in more than 200 cities and communities across America, including New York, Los Angeles, Chicago, Dallas, Houston, Detroit, Denver, San Antonio and Las Vegas. Sí TV’s cable and telco affiliates include AT&T, Cox, Comcast, Insight, Qwest, Time Warner Cable and Verizon, among others. For more information about Sí TV, please visit http://www.sitv.com.
