'SOS: Salva Mi Casa', New Spanish-Language How-To Series, to Provides Tips on Home Décor
"SOS: Salva Mi Casa" (Save My House), a new Spanish-language how-to series will provides tips and instruction on home décor and overhaul, meant to attract a Latino demographic.
The hour-long joint venture launched by Telemundo and Time Inc. series looks to attract young Hispanic homeowners, which is a highly sought-after demographic for marketers and advertisers. Home Depot, General Motors and State Farm have signed on as charter sponsors. This will be the first occasion where Time Inc., a spawn of Time Warner, will produce a Spanish-language series. And the series is expected to expand their audience to be more inclusive of the Latino marketplace.
"We've built this series on the foundation of Time Inc.'s trusted and well-established properties in order to address the increasing number of Spanish speaking DIYers in need of solid home improvement advice," said Maria Lopez Alvarez, senior vice president of reality programming for the NBCUniversal network, according to Adweek.
According to "State of Hispanic Homeownership Report for 2014," an annual report distributed by National Association of Hispanic Real Estate Professionals (NAHREP), the Hispanic ownership rate has declined since 2007, and yet there are more Hispanic homeowner than ever, approximately 6.81 million. From 2000 to 2014, Hispanics accounted for 50 percent of the net growth of overall household ownership in the country. Also, during the same period, Hispanics account for 65 percent of labor force growth in the U.S.
Because of home ownership growth, the Latino population is often drawn to DIY culture and adventurous home improvement projects, and "Salva Mi Casa" will offer the demographic home improvement insights. Hosted by fitness blogger Andrea Minski and general contractor Jose Perez, the series will draw resources from Time Inc.'s magazines, People en Español and This Old House. Also, Moonwater Pictures will produce, and Scott Omelianuk, Edward J. O'Donnell and Jesus "Chuchi" Rivero will serve as series producers.
"Hispanics represent one of the fastest-growing demographics of homeowners in the United States," Lopez Alvarez said, according to Variety. "We've built this series on the foundation of Time Inc.'s trusted and well-established properties, like People en Espanol and This Old House, in order to address the increasing number of Spanish-speaking DIY-ers in need of solid home improvement advice and expertise."
The series, which will display homeowners treated to extreme home makeovers, will debut Saturday, April 11, at noon ET/PT.
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