2 stations join forces to reach Latino viewers
The Arizona Republic
Jul. 8, 2006

Mel Meléndez

PHOENIX - Phoenix is partnering with a new Spanish-language television station to help produce programs in español.

Those backing the effort say it's only a matter of time before PHX 11, the city's public news and information station, begins airing shows in Spanish to improve outreach efforts with the area's growing Latino population.

"This will eventually happen because we already blanket the Hispanic community with pamphlets, radio ads and our city's bilingual Web site," said Deborah Sedillo Dugan, PHX 11's station manager. "So having Spanish content on our own station is a definite goal." Last month, PHX 11, which operates on Cox and Qwest cable channels 11, joined with Channel 42 (KVPA). The government station will help produce news and information segments for KVPA, including updates on city projects, such as downtown redevelopment efforts, social services programs and public-service education.

"We're already producing these segments in-house in English for our station," Sedillo Dugan said. "But bringing in KVPA to produce Spanish versions of our segments is a very cost-effective way for us to serve our growing Spanish-speaking population."

More than 34 percent of the city's 1.5 million residents are Latinos, making Phoenix the ninth-largest Hispanic market in the country, according to LAT TV, the Houston-based broadcasting company that runs KVPA.