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Video Rola Is on a Roll

6/27/2005 6:40 AM Eastern

Mexican music channel Video Rola has put together a lineup for the new season with 41 new and original production hours per week, officials said Monday.

The channel’s new productions are filmed at its studio complex in Guadalajara, Mexico, the home of the country’s regional music, which accounts for 60% of U.S. Spanish-language album sales.

The new programming addresses viewer requests for more interaction with the channel on-screen.

El Cabina,a show simulating Mexican radio disc jockeys spinning tunes, debuts Monday.

Video Rola has also moved its hit daily show, Tu Decides, where viewers rate new music releases, to the coveted primetime slot of 9 p.m. And Las Dedicadas,a live call-in program, has been expanded to two shows daily.

The network, which is distributed in the United States and Mexico, is enhancing its on-screen guitar image, which is set in various “fiesta” backgrounds.

“Our viewers have responded so well to our cultural, party-oriented focus and ‘Music for Your Eyes’ tag line that we decided to embody this passion in our on-screen image,” Video Roja general manager Jorge Tanaka said in a prepared statement.

“It’s quick, hip and culturally relevant,” he added. “Our research keeps showing that we’re adding new viewers such as channel surfers to our core audience even when there is no video on-air.”

Video Rola is distributed by Adelphia Communications Corp., Charter Communications Inc., Comcast Corp., Cox Communications Inc., Time Warner Cable and the National Cable Television Cooperative.

September