Estrella Media announced plans to launch a free, ad-supported linear movie channel as part of its initial pitch on Monday.
Cine EstrellaTV, which will launch later this year, will be a 24-hour channel showcasing Latin Cinema with a curated daily playlist of hundreds of titles. There will be dramas, comedies, thrillers and documentaries.
The company also announced additional transportation for its existing operations. fuboTV will carry Estrella’s KRCA-TV in Los Angeles and its FAST channels EstrellaTV and Estrella News.
Samsung TV Plus will add Estrella Games to its lineup of channels and will continue to broadcast Estrella TV and Estrella News.
“Estrella Media is on track for two of its most successful and innovative years in 2022 and 2023,” said Peter Markham, CEO of Estrella Media. “We are expanding our content offerings with production partners, growing our audience through our FAST, AVOD and streaming platforms, and delivering our content to our audiences where, when and how they choose to consume media.”
Estrella said that between its FAST Channels and the result of its cross-platform media portfolio, it has an average monthly total reach of more than 4 billion minutes viewed.
Steve Mandala, Chief Revenue Officer and Head of Local Media at Estrella, told Broadcasting + Cable that content and platform innovations will fuel Estrella Media’s growth.
Mandala, formerly at Univision, said that over the years there’s been an increased awareness that brands need to reach Hispanic viewers, but there are still many who don’t.
“It’s one of those classic situations. It’s good, it’s gotten better and there’s still an opportunity to get even better for marketers who want to speak to that consumer,” he said.
Estrella offers markets a unique set of growing linear and digital platforms, all provided free to the consumer, he said. Its audience grew by 4% year-on-year. On top of that, most of its programming is aimed at the American Hispanic consumer and produced here in the United States.
“Almost a third of our audience doesn’t watch our competitors, which means we deliver an exclusive audience,” Mandala said. Every marketer and agency wants to expand their reach. They don’t just want to increase frequency, they want to reach more consumers and that’s what we can help them do because we deliver to that exclusive audience.
During its initial virtual presentation on Monday, Estrella Media promised mieda buyers that it would have over 600 hours of new primetime content, in addition to returning series and acquired programming.
Some of the new content will come from Estrella’s co-production deals with TV Azeca, Endemol Shine Boomdog and Fremantle Media.
Some of the new shows include the return of the reality series Rica Famosa Latina, which will be available in the fall, first on EstrellaTV’s AVOD app, then simultaneously in the United States on Estrella TV and in Mexico on TV Azteca; Odisea Cheta, based on radio show Don Chetoa Al Aire and TTMT El Rancho, portrayed as a cousin of Tengo Talento, Much Talento, in which contestants aim to win an Estrella Media Music contract.
Program produced in co-productions of EstrellaTV and TV Azteca for 2022 including La Academia, Premios de la Radio, Una Dia Para Vivir, Loteria del Crimen and Madres A Hijos.
Estrella and Endemol Shine Boomdog jointly produce MasterChef Mexico.■