MUMBAI: NUVOtv, the English-language cable network for US Latinos, during its upfront event at the Edison Ballroom in New York City announced that actress and producer Jennifer Lopez is its chief creative officer.

The network also announced an expansive new programming lineup that kicks off on 18 July. Lopez was already a creative and business partner for the channel. The network also revealed a new on-air look which aims to complement deeper investments in programming and marketing.

The network looks to offer contemporary stories with a modern Latino influence - multi-dimensional, multi-cultural and multi-generational without stereotypes.

Lopez joined NUVOtv?s CEO Michael Schwimmer, head of programming Bill Hilary and senior VP of ad sales Craig Geller to present the network strategy, target audience research, and robust programming lineup.

Lopez said, "Latinos are a force in this country. We are an engine for growth - we have huge economic power and unprecedented political and cultural influence and it?s time for television to reflect who the modern Latino actually is - not who we are believed to be - not who we may have been - but who we are now."

Kicking off the programming announcements was ?The Jennifer Lopez Biography Special? (working title). This is a 90-minute marquee event with intimate access into the personal life and career of Lopez. She is the executive producer and Nuyorican Productions leading production.

?Gotta Dance? meanwhile offers a behind-the-scenes look at the lives of professional back-up dancers on world tour with Lopez. This docu-series follows the journey of eight professional dancers performing night after night, across the continents, giving it their all, falling in love, dealing with injury, as they pursue their ultimate passion for dance.

?Rodney?s Joy? is a docu-series featuring Grammy award-winning producer, Rodney ?Dark Child? Jerkins, producer for stars like Lopez, Lady Gaga, Rhianna, who is married to Joy Enriquez, a Mexican American former pop-star who put her promising career on hold to raise a family. Now, Rodney is tasked with the challenge of reigniting his wife?s music career as he balances life with Joy?s extended family, all living under one roof.

NUVOtv has also partnered with Leg Productions to produce 30 hours of Latino comedy over the next year. The network will provide new platforms for both the biggest names in entertainment and the up-and-coming fresh faces in the Latino community. A quarterly Latino film festival on NUVOtv will highlight both successful and up and coming Latino film directors, writers, and producers.

Schwimmer said, "This upfront marks just the beginning of our aggressive plan to take NUVOtv?s programming and marketing to the next level. Our partnership with Jennifer Lopez, combined with greater network awareness and programming investments, boosts our leadership in this critical category of Latino entertainment and provides advertisers with a more modern, innovative approach to the US Latino audience."

Geller said, "NUVOtv is poised for another year of substantial growth. Our appeal to advertisers has never been stronger with a growing and influential audience, richer programming and, of course, the obvious benefits associated with having Jennifer Lopez as our creative and marketing partner."

Hilary noted, "This is our most aggressive programming slate to date. NUVOtv is fortunate to work with Nuyorican Productions and other premier production companies and on-air personalities in the country. Our original programming will deliver unique stories that appeal to both our target Latino audience as well as the broader viewing public who will appreciate our shows? strong entertainment value and enjoy new stories with a fresh perspective."