Latin World Entertainment, the Hispanic talent management and entertainment-marketing firm Vergara founded with Luis Balaguer, will work with CNET on sales, distribution and marketing efforts, along with talent acquisition. Wireless carrier T-Mobile USA has signed on as a year-long charter sponsor for the website.
“CNET is a pioneer in web publishing, and CNET en Español marks the most significant extension of the brand since our founding 18 years ago,” CNET general manager Mark Larkin said in a statement.
In the U.S., Hispanic consumers overindex on usage of a range of technologies, including mobile: Latino mobile users send or receive 941 text messages per month, more than any other ethnic group, and make 13 phone calls per day (40% more than the average U.S. mobile user), according to a 2012 Nielsen study.
For CNET, Hispanic-Americans currently make up an estimated 13% of U.S. traffic, according to a comScore report in August 2013.
CNET en Español content includes original features, news, reviews and explanatory videos in Spanish, as well as existing CNET articles adapted for Spanish speakers. Gabriel Sama, a 20-year journalism vet, is the editor of CNET en Español, which is staffed with a dozen bilingual editors including Vanessa Hand Orellana from Univision San Francisco as on-camera talent.
“The Latin World Entertainment family is thrilled to be a part of bringing CNET en Español to life, and we are creating a dedicated brand to honor the Hispanic audience and super-serve them in a way that only CNET can,” Balaguer said in a statement.
In addition to the website, CNET en Español will be available on Android and iOS mobile apps, as well as through distribution partners that include AOL, Panasonic Viera HDTVs, Roku, Samsung Smart TVs, Microsoft Xbox and YouTube.