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Despite the ever-exploding buzz about Hispanic media choices, Jeff Valdez does not want SiTV pigeonholed.

For one, it targets English-speaking, Latin-living, often second-generation Hispanics. And secondly, it opts for a particular demographic rather than lumping all Hispanics together like general-market media-its 18-to-34-year-olds head to the channel for such shows as "Urban Jungle," a reality series that displaces suburban young adults into East Los Angeles, or "Latino Laugh Festival: The Show." "It's a demographic-driven approach more than a cultural approach," says Mr. Valdez, who helped launch the network in 6 million homes in February 2004; it reaches 10 million homes. And consider the market he's tapping: Hispanics aged 12-34 represent 41% of the Hispanic market-and the median age of Hispanics is 9 years younger at 27 than the median age of general-market Americans. The trick was to convince cable operators and advertisers, which include American Suzuki Motor Co., of that news. To drum up buzz, he's putting SiTV in front of high-profile industry events-during the upfront, he "branded" Times Square's infamous Naked Cowboy (a troubadour who roams the area in his briefs, cowboy hat and boots and guitar) and hired a fleet of people to ride around Manhattan on Segways with wearable video screens tuned to SiTV. Creativity trumps large marketing budgets, he says, explaining his marketing acumen came "from seeing so many people do it wrong."

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