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Telemundo and Time Inc. Target Hispanic Homeowners with Renovation Show

Time Inc. is diving into the Spanish-language television market with a how-to series for Telemundo that targets Hispanic homeowners.

Set to premiere April 11, “SOS: Salva Mi Casa” (Save My House) offers instruction and tips on home renovation and decorating. The hourlong series aims to appeal to the growing ranks of young Hispanic homeowners — a coveted demo for advertisers. General Motors, Home Depot and State Farm have signed on as charter sponsors.

The hourlong series marks Time Inc.’s first TV program produced in Spanish. The publishing giant that was spun off from Time Warner last year is focused on expanding its TV production capabilities, beyond just licensing its print brands and intellectual property.

“‘SOS: Salva Mi Casa’ gives Time Inc. an opportunity to expand our audience within the Latino marketplace, this time through television,” said Evelyn Webster, Time Inc. exec VP. “We know that there has been huge growth in the home improvement market for this audience.” “Save My House” is hosted by fitness blogger Andrea Minski and general contractor Jose Perez. The series will draw on the resources of Time Inc.’s People en Espanol and This Old House magazines. Time Inc. will also unveil a “Salva Mi Casa”-branded digital destination.

“Hispanics represent one of the fastest-growing demographics of homeowners in the United States,” said Maria Lopez Alvarez, Telemundo’s senior VP of reality programming. “We’ve built this series on the foundation of Time Inc.’s trusted and well-established properties, like People en Espanol and This Old House, in order to address the increasing number of Spanish-speaking DIY-ers in need of solid home improvement advice and expertise.”

“SOS: Salva Mi Casa” is produced by Moonwater Pictures. This Old House editor Scott Omelianuk, Edward J. O’Donnell and Jesus “Chuchi” Rivero are exec producers.

Here’s a clip:

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