George Lopez and Eva Longoria to co-host

NBC is broadcasting the Natl. Council of La Raza’s Alma Awards as a primetime special for the first time, with George Lopez and Eva Longoria co-hosting. The show is skedded for 8 p.m. ET Sept. 16 and will fete Latino performers who promote positive images of the Hispanic community, similar to the NAACP Image Awards.

Kudos have been given since 1995, but ABC has been Alma central in past years. Move is in keeping with NBC parent Comcast’s newfound Hispanic focus; conglom’s heavily promoting broadcaster Telemundo and sister cabler Mun2 in the wake of census data indicating a large population of U.S. Hispanics underserved by general-interest programming. Exec producers of the Almas will be Bob Bain, Longoria and NCLR prexy and CEO Janet Murguia.

“Comcast’s longstanding partnership with NCLR has been an important connection to the Hispanic community,” said Comcast exec veep David L. Cohen. “We’re proud to join them in bringing the Alma Awards and the positive images they highlight to NBC.”

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