Jennifer Lopez named NUVOtv's chief creative officer

By Lynette Rice
Updated June 21, 2013 at 04:00 AM EDT

A marquee name doesn’t guarantee success when launching a cable network (keep fighting, Oprah!). But that didn’t seem to deter NUVOtv (previously Sí TV), a small English-language channel targeting Latinos that reaches 32 million homes. Jennifer Lopez was recently named the network’s chief creative officer and will help develop fresh content for the cabler, which has been working to redefine itself since 2011. Earlier this month, the ex-American Idol judge faced her new peers at cable’s annual trade convention in Washington, D.C., where she spoke about appealing to ”modern Latinos” by finding one ”amazing” scripted show. (Right now, the only one NUVOtv airs is The Shield in reruns.) ”Latinos are underrepresented on TV, and when they are, it’s in a stereotypical fashion,” argues NUVOtv CEO Michael Schwimmer. ”The most recent attempt is Devious Maids [featuring four Latina leads] on Lifetime. That title alone should give some idea of how far behind TV remains.” In the short term, Lopez and her Nuyorican Productions will provide NUVOtv with more unscripted shows, like an hour-long biography special airing July 18 about Lopez’s career — ”I was available,” she joked — followed by the docuseries Step to It, which focuses on her backup dancers. This isn’t her only new gig — Lopez also just joined the cast of The 33, a film about the trapped Chilean miners — so forget about any Idol return. ”That’s just a rumor,” she told the convention audience. ”I don’t have any announcement to make on that right now.”