Hispanic station partners with KNPB, airs on Charter

Reno's Hispanic market has drawn the interest of a nationwide television service that aims to build an empire among the Spanish speaking market. The portal to those plans is public television.

Carmen DiRienzo, president and chief executive officer of V-me television, called on the board of directors at the local station, KNPB, last week to provide insight into the Hispanic market. And to listen to KNPB board members, "Tell how V-me can use the media to be relevant and meaningful to peoples lives."

V-me is the first national Spanish-language network presented by public TV stations. It's partnering with 30 PBS stations, a doubling from last year, says DiRienzo.

V-me airs 24/7 on Charter cable's digital channel 226. Next year, says Pat Miller, KNPB's vice president of programming, promotion and education, the station will broadcast V-me over the air.

The local PBS station has the option to create local programming and develop local underwriting for local initiatives, says DiRienzo. "Many genres of programming meaningful to people's lives could be aired," says DiRienzo. "Natural history, drama, news analysis and current affairs and children's programming."

"V-me takes on the color of each community, she adds. The station is owned by U-me Media Inc., a privately-held with a small number of investors.

"It was designed to do well by doing good. It aims to be production and distribution multimedia company; and its first venture is a non-commercial public service with sponsorships and restricted advertising," she says.

"Reno has a vibrant and significant Hispanic population," says DiRienzo. In size, the Reno market ranks 31 in the nation. "Nevada is a key state with a highly aspirational Hispanic population." Nationwide, Latinos are 30 million strong.

At launch, V-me reached over 60 percent of all U.S. Hispanic homes, carried in 24 million U.S. homes During its first year, V-me increased distribution to 50 million homes.