Just in time for next week’s launch, Liberman Broadcasting (LBI Media) announced a deal with Tribune Company to have the new Estrella TV network carried in the New York market on a digital multicast channel of WPIX-TV (CW). But while Estrella launches on Monday, the WPIX affiliation won’t actually kick in until October 1st.
Although LBI had previously announced a deal to acquire low-power WASA to put the new network in the New York market, the WPIX multicast will give Estrella a much bigger footprint in the nation’s largest TV market and #2 Hispanic market. With the latest affiliation, Estrella now has affiliates and LBI O&Os covering 68% of US Hispanic households.
“Partnering with LBI is a great opportunity for us to maximize the PIX brand and serve our large and diverse Latino audience. We have full confidence that our viewers will enjoy Estrella TV’s scripted drama, comedy, musical-variety, talk and game show programs,” said Betty Ellen Berlamino, WPIX’s President and General Manager.
“Tribune’s WPIX has an outstanding legacy and is a leading station in the New York market. Its rich history and resonance with TV audiences makes it the ideal partner for Estrella TV as we expand our reach across the United States,” said Lenard Liberman, Executive Vice President, LBI Media. “We are confident that our compelling Hispanic television content will provide a compelling and popular entertainment option for viewers in the New York region while providing advertisers an opportunity to reach a growing demographic in a major market,” he added.
Tribune’s sales teams will have the full backing of LBI Media’s wholly owned national sales force, Spanish Media Rep Team (SMRT), LBI noted in announcing the new affiliation.