Si TV presents new on-air look

March 30, 2008 Si TV is rolling out a new on-air look inspired by pop art and iconography derived from the Latino cultures served by the cable network. The network, which targets 18- to 34-year-old English-speaking Latinos in the U.S., said the look is designed to break through a cluttered TV landscape and "speak to a new generation of Latinos whose lives blend fluidly between traditional Latino and American cultures." The new on-air graphics, which started rolling out last week(cq) and will continue to roll out through the end of this weekcq, feature seven themed designs ranging from a heart/earphones combo (dubbed "My Passion," connecting the "Latino heart" with technology) to a fork/bananas design ("My Flavor," intended to represent the "many layers of cultural meaning and identity" in the Latino community) to a jeweled skull/roses combo ("My Style," not meant to be a frightening image but rather is about "taking an image and putting your own spin on it").

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