Jennifer Lopez Strengthens Ties with NUVOtv

NEW YORK: During its Upfront presentation, the English-language Latino-targeted network NUVOtv announced an expansive programming lineup as well as the appointment of Jennifer Lopez as its new chief creative officer.

Lopez had been a creative and business partner in the network, but now takes on the role of chief creative officer. Lopez joined Michael Schwimmer, the CEO; Bill Hilary, the head of programming; and Craig Geller, the senior VP of ad sales, to present the network’s new programming lineup. The group also unveiled a fresh on-air look for the network, kicking off in July.

Among the new programs leading the slate is The Jennifer Lopez Biography Special (w.t.), which is an exclusive 90-minute marquee event that offers unprecedented intimate access into Lopez’s personal and professional life. Gotta Dance gives a behind-the-scenes look at the lives of the professional back-up dancers on tour with Lopez. Rodney’s Joy is a docuseries featuring the Grammy Award-winning producer Rodney "Dark Child" Jerkins. The network also announced the addition of Oribe, a docuseries set in Miami following the life of the Cuban-American hairstylist Oribe Canales. Anjelah Johnson: The Homecoming Show is a one-hour comedy featuring the comedian and actress Anjelah Johnson. Stand Up and Deliver is a comedy program showcasing top Latino comics. Mario Lopez: One-on-One is an interview format in which Lopez sits down with a broad range of influential Latinos.

NUVOtv’s new on-air look has a refreshed logo and color palette, along with the tagline: We Are It. The brand initiative launches July 1, also encompassing a full refresh to the network’s website.

Jennifer Lopez commented: “Latinos are a force in this country. We are an engine for growth—we have huge economic power and unprecedented political and cultural influence and it’s time for television to reflect who the modern Latino actually is—not who we are believed to be—not who we may have been—but who we are now.”

Schwimmer said, “This Upfront marks just the beginning of our aggressive plan to take NUVOtv’s programming and marketing to the next level. Our partnership with Jennifer Lopez, combined with greater network awareness and programming investments, boosts our leadership in this critical category of Latino entertainment and provides advertisers with a more modern, innovative approach to the U.S. Latino audience.”

Geller added “NUVOtv is poised for another year of substantial growth. Our appeal to advertisers has never been stronger with a growing and influential audience, richer programming and, of course, the obvious benefits associated with having Jennifer Lopez as our creative and marketing partner.”

Hilary noted, “This is our most aggressive programming slate to date. NUVOtv is fortunate to work with Nuyorican Productions and other premier production companies and on-air personalities in the country. Our original programming will deliver unique stories that appeal to both our target Latino audience as well as the broader viewing public who will appreciate our shows’ strong entertainment value and enjoy new stories with a fresh perspective.”