Passion at the heart of TLN’s rebranding

The now-predominantly English-language channel has rebranded to attract younger, English-speaking lovers of Latino culture.

The Telelatino Network (TLN) has invested in a bright new rebranding effort, looking to broaden its audience through a new look.

In addition to a new logo, the channel’s on-air presence now features new visuals featuring southern and central American motifs and Italian and Spanish designs over 30 custom textures in a treatment by Toronto’s Loop Media.

05The ethnic-media company’s main channel TLN, has, over the years, morphed from being a largely Italian- and Spanish-language channel to a predominantly English-language one.

Current programming on the channel is aimed at its original audience as well as “lovers of Italian and Latino cultures,” according to Bruna Aloe, communications manager at TLN. 

As such, it’s current programming lineup reflects both its foreign-language roots and its more recent efforts to attract a broader audience of “lovers of Italian and Latino cultures,” says Bruna Aloe, communications manager at TLN. The rebrand is intended to broaden that audience even further by targeting a younger demo, she adds.

Everyone is keen on reaching new markets, says Jan King of Loop Media, which worked with TLN to create its new visual and motion graphics. “The design was meant to reach out to the diverse audience of Spanish and Italian viewers.”

There are over one million Hispanics in Canada, says Aloe, and over 1.6 million Spanish speakers craving Latin culture. “[We are] able to dedicate a channel that isn’t in the Spanish language and yet is in demand – it is something that mainstream culture wants.”

The channel also used the rebranding to promote its upcoming new shows, which is looking to build sponsorship opportunities around. One example is David Rocco’s Dulce India, which Aloe says she hopes will expand the channel’s audience by pulling in more of the South Asian market in Canada.

TLN is offering opportunities for advertisers to wrap their brand around the series’ first 13 x 30 minute season, which will premiere in primetime. Opps include a combination of on-air time – a mix of promo tags, billboards and brand sell spots – and an online campaign. Online, advertisers can buy a full ad domination of the series’ microsite, which includes banner ad and video pre-roll inventory, as well as branding bonus content including contests and interactive fan content. The show will also have a premium brand-sponsored live event where Rocco will launch the show.

There is also original programming on TLN’s slate, which includes local restaurateurs’ Craig Harding and Rob Rossi’s Opening Argentina, which will premiere this year, and an unscripted food experience with the same chefs in The Chef’s Bar.  

The shift towards English-language programming is not new. TLN started expanding its English language offerings in 2005 by airing shows like Everyone Likes Raymond that have a more general viewership, and gradually increased its offerings to cultivate viewers who are engaged with Latino and Spanish cultures. The company owns seven channels and represents four Hispanic channels in Canada. In addition to TLN, it has six all-Spanish and three all-Italian language channels.

Image courtesy of Loop Media.