In a bid to get more Latin music onto many more screens, Latin video network VidaPrimo has launched Latido Music, a 24/7 Latin music television network. Latido, which means heartbeat in Spanish, will program a mixture of music videos and original content, including news, talk shows, reality programs and documentary-style programs.
The 24-hour linear network, which officially launched June 13, will not live on traditional cable, but rather on Smart TV, Connected TV and Digital Multichannels. It can currently be seen on Samsung TV Plus, LG TV Plus and Xumo On Now, with up to six more platforms coming this summer and more adding on later.
That strategy, said executive vp and GM Stephen Brooks, was intentional at a time when studies show key audience demographics are moving away from traditional pay cable and satellite to “Free TV” options.
“For context, we are launching Latido Music today in 10 times as many homes and with 10 times as many hours of content as MTV had when it launched in 1981,” Brooks told Billboard.
Latido also fills a void of Latin music programming on cable and traditional television.
The network will have access to thousands of Latin music videos, both from major and independent labels, and will supplement video-centric shows with original music-centric programming, much like MTV originally did.
Latido Music is part of VidaPrimo, a premier entertainment network dedicated to reaching Hispanic consumers through music. VidaPrimo, in turn, is part of GoDigital Media Group, a Los Angeles-based media and technology company that also owns Cinq Music, a successful record label, distribution and rights management company which recently released Janet Jackson’s new music. VidaPrimo will remain as a multi-channel network on YouTube.