Hispanic web adds Gotham

Deal gives Azteca access to 59% of U.S. Latino market

By SIMEON TEGEL

MEXICO CITY -- Azteca America, the planned U.S. Spanish-lingo web, has added New York to its coverage with the purchase of WSAH from the Shop at Home network.

Azteca America says the $37.5 million deal, subject to regulatory approval, will give it access to 59% of the U.S. Latino market when it launches next year.

Unveiled earlier this month, Azteca America is a joint venture between Pappas Telecasting and Mexico's No. 2 broadcaster, TV Azteca, which will supply most of the programming.

Azteca America already has 11 stations covering some of the biggest Spanish-lingo communities in the U.S. and plans to acquire seven more. The network claims that will make it the second Latino broadcaster in the U.S. after Univision.

"This combination will rapidly allow Azteca America to capture a large chunk of the U.S. Hispanic advertising market of $1.9 billion," said Pappas Telecasting founder and Azteca America CEO and chairman Harry Pappas.