TVN Direct yesterday introduced a direct response channel targeted at the Spanish-speaking sector of the U.S. Hispanic market.
The 24-hour channel, called TVN Directo, will consist of long-form and short-form advertising.
Jim Riley, senior vice president of sales and business development at TVN Direct, said the company was responding to a heavy demand for a vehicle to reach Spanish speakers in the United States.
TVN Direct, a subsidiary of TVN Entertainment, has formed an agreement with 10 U.S.-based advertisers. It also will promote the channel to advertisers in Mexico, the Caribbean and Spain, Riley said.
The American companies set to use long-form advertising on TVN Directo include Remote Response, Hello Courses, Tele Media and Igia Products, he said.
Additionally, Riley said TVN Direct, Burbank, CA, has partnered with two cable operators — AT&T and Charter Communications — and is in negotiations with other cable providers.