MEXICO CITY -- Azteca America has added a third and fourth affiliate to its Spanish-lingo network, taking its coverage of the U.S. Latino audience from 20% to 28%.
Parent company TV Azteca, Mexico's No. 2 web, is paying Pappas Telecasting $70 million for a 25% stake in the two full-power stations, KTNC, covering San Francisco, Oakland, San Jose and Sacramento, and KAZH Houston.
Revenue will be split 50-50 between TV Azteca and Pappas Telecasting. Move follows the summer launch of Azteca America, showing purely TV Azteca product, through KAZA Los Angeles.
It also preceded the hard launch of the network Monday amid a publicity blitz. "These new stations along with our Los Angeles affiliate are the anchor for our U.S. network-building strategy," Azteca America CEO Pedro Padilla said.
"Our equity stake provides a growth platform and ensures our participation in the significant flow of advertising revenues likely to come from these two important Hispanic market clusters."
In a statement, Azteca America said its first two affiliates, KUVR Reno and KAZA, had already achieved "considerable audience share," although no numbers were given. Further affiliate deals are being negotiated between Pappas and TV Azteca.
Last month, Televisa, Mexico's No. 1 web, upped its stake from 6% to 15% in Univision, the top-rated U.S. Spanish-lingo web, as that company prepares to launch a second network to the surging Latino market.
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