The Latino-focused English-language cable channel Si TV is changing its name on July 4 to Nuvo TV, for “new voice,” in a bid to better pursue bicultural Latino audiences.

The move is the latest effort to harness the power of the nation’s growing Latino population. The U.S. Census effort is expected to reveal significant growth not only among Latinos but among Latinos born in the U.S. The demographic Nuvo will aim for is very familiar with U.S. culture but also wants a little more relevance to its particular background.

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