With Hispanics as the largest minority in the U.S. at 40 million strong and growing, a new home shopping network will be looking to cater to their tastes via Spanish-language channel Viva TeleCompras. The Miami-based channel is expected to launch in early 2007 and is also trying to raise money through an IPO this fall. Viva TeleCompras is the brainchild of Frank Celecia, chief executive of Home Shopping Latino - the parent company of VivaTeleCompras, who conceived the idea four years ago. Experts say the network hopes to be QVC in Spanish. With a Miami location, they'll have guest appearances by Latin entertainers, music and cooking segments. Viewers will get a variety show feel with a Latin flair. The channel expects to broadcast in North America as well as South America. — Gerald Magpily
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