Magazine article ADWEEK

A Studio That's Just for Laughs: Broadway Video and Horatio Sanz Launch Mas Mejor to Get Young Latinos Laughing Online

Magazine article ADWEEK

A Studio That's Just for Laughs: Broadway Video and Horatio Sanz Launch Mas Mejor to Get Young Latinos Laughing Online

Article excerpt

The Hispanic population is the fastest-growing segment in the United States, accounting for 17 percent of the U.S. population, according to 2014 census estimates. Despite the fact that there are 55 million Latinos, however, the amount of original content targeting the demographic is lagging. And comedy is one of the largest gaps, especially within the digital space.

"There is no real hub for high-quality Latino comedy," noted Saturday Night Live alum Horatio Sanz. Along with former castmate and Portlandia star Fred Armisen, Sanz has signed on to groom emerging Latino comics for a new venture from Broadway Video, SNL creator Lome Michaels' production outfit.

The rollout of Mas Mejor (More Better), a digital content studio focused on Latino comedy, will be announced on Tuesday during Advertising Week. Broadway Video plans to launch the studio on Jan. 11, with talent that so far includes sketch comedy troupe Room 28 and stand-up comic Gina Brillon, who in June performed on NBC's Late Night With Seth Meyers.

While many of the performers that Sanz and Armisen will work with have been producing segments for their personal YouTube channels, Sanz will aim for an SNL aesthetic. "This is going to be a place where people can go to and know that it's going to be good stuff," said Sanz, who will direct, produce and mentor the comics. "We're going to try and get the taste level a little higher."

Mas Mejor will target young millennial Latinos, who increasingly are moving away from watching traditional TV. "They're much more digitally savvy than your average non-Latino," noted Britta von Schoeler, who will head up Mas Mejor while remaining president of Broadway Video Enterprises, the production company's distribution and licensing arm. "The millennials in Mexico and here in the U.S., they're not really in touch with comedy on TV as it's being presented," added Sanz.

Some content will come from Mexico City-based What a Bear Producciones and its executive producer Adriana Bello, who with Broadway Video had unsuccessfully tried to launch a Latino version of Saturday Night Live in Mexico. …

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