New Hispanic TV channel available in August

A new 24-hour Hispanic channel will be available in the Tampa area in August, according to officials at WMOR, Channel 32.

The independent TV station plans to launch the Hispanic network Estrella TV over a digital channel 32.3.

The new network offers original programming including musical-variety, comedy, scripted drama, talk and game shows, as well as a daily national newscast and a news magazine show, all featuring Latin American talent.

Estrella TV is owned by Liberman Broadcasting. It started on July 1. Liberman owns a group of 30 radio and television stations in Los Angeles, Houston, Dallas, San Diego and Phoenix, and offers a variety of programming targeting mostly Mexican-Americans, with comedy, music and game shows featuring some of Mexico's longtime comedians.

WMOR officials say 14 percent of the Tampa-St. Petersburg market is Hispanic.

"We are excited to offer more diverse programming to our Hispanic viewers," said WMOR vice president and general manager Ken Lucas. "Estrella TV is part of our long-range plan to better serve an important, growing part of our community and enhance our ability to inform and entertain by giving Tampa Bay more viewing choices."

WMOR is owned by Hearst Television Inc.

Lucas says residents in Hillsborough, Pinellas, Pasco, Polk, Sarasota, Hernando, Citrus, Manatee, De Soto, Hardee and Highlands counties will be able to watch Estrella TV on digital channel 32.3 in mid-August.

To receive the new digital channel viewers will have to rescan their digital televisions or converter boxes. Information on how to rescan can be found at www.wmortv32.com or www.dtv.gov. In addition, Estrella also will be available on Bright House Networks, Verizon FiOS and Comcast Cable on channel positions that will be announced at a later date.

Estrella TV is WMOR's second digital channel. In March, the station added ThisTV Tampa Bay, which features movies.