Comcast is courting the aud for Spanish-lingo programming with its on-demand programming initiative.

The cable giant is adding hundreds of hours of TV shows, movies, sports and musicvids in Spanish to its broadband and VOD platforms.

The programming will be available through Comcast’s On Demand channels and through the new Xfinitytv.com/LatinoTV portal. Univision, the dominant Spanish-lingo broadcaster in the U.S., will offer some of its programming through Comcast’s on-demand services, along with Telemundo (which Comcast now controls through NBC Universal), HBO Latino, Discovery Familia, Cine Mexicano and other high-profile Spanish-lingo services.

Comcast also plans to make more movies available via VOD in Spanish on the same day those titles are released on DVD.

To spread the word, Comcast has tapped “Modern Family” star Sofia Vergara to appear in a series of promotional spots touting the on-demand expansion. The spots will run on a range of channels during local commercial avails on Comcast systems. The nation’s largest cable operator has a big presence in such top Hispanic markets as South Florida, Houston, Denver, Chicago and parts of Northern and Central California.

Like the English-lingo Xfinity TV service, Comcast digital cable subscribers will receive a password enabling them to access the programming online.

“Offering products and services designed specifically for the Spanish-language audience in a rich and compelling way demonstrates again our commitment to bringing our customers the best entertainment choices across multiple platforms,” said Marcien Jenckes, senior veep and g.m. of Comcast Video Services.