LAT TV launches

LAT TV will debut May 19 in Austin (KVAT-17), Dallas/Fort Worth (KJJM-34), Houston (KCVH-30), Phoenix (KVPA-42) and San Antonio (KISA-40) — serving 5.2 million Hispanics and 17.4 percent of the U.S. Latino population ages 18-49.

“We are providing quality programming currently not available to Spanish- language audiences,” said Rocky Springstead, LAT TV president and chief executive officer. “Our mission is to engage viewers and their communities in each of our markets by providing unique content while bringing a touch of viewers’ homelands to their new lives.” The station is available free, requiring only an antenna.

“Our philosophy is to offer fresh, family friendly programming in Spanish, and to become a key part of the community fabric in each market,” said Patricia Torres-Burd, executive vice president of programming & branding. “In the process, we also will be able to deliver a brand-loyal, largely untapped segment of the Spanish-speaking audience to our advertisers.”