By STACY A. ANDERSON
Jennifer Lopez says Latinos in the United States are starting to realize their power in politics and media, making the timing good for her latest undertaking: lobbying for greater diversity in TV programming.
The entertainer spoke Wednesday at the Cable Show, a communications convention, ahead of new programming set to launch July 18 on the NUVOtv network. Lopez serves as chief creative officer of the English-language Latino channel.
“It’s an extension of who I am as an artist,” she said about her new role in an interview with The Associated Press. “As I grow in this business–I’ve been in the business close to 20 years now–that creative spark that you have doesn’t go away. It keeps growing almost.”
Lopez said that working behind the scenes is just as rewarding as performing, if not more.
The actress-singer-dancer said these are exciting times across the board for Latinos.
Lopez was meeting later Wednesday with the Congressional Hispanic Caucus, the National Council of La Raza and Sens. Harry Reid, D-Nev., and Bob Menendez, D-N.J.
She said businesses are getting on board too because of the tremendous buying power of Latinos, which is why she is also the creative chief officer of the Viva Movil brand for Verizon. The entertainer is opening a chain of 15 cell phone stores with bilingual staffers starting this month to cater to the Hispanic market.
While Lopez, 43, continues to undertake creative ventures, she said she will never stop performing.
Lopez said many major actresses in Hollywood are in their 40s and in the prime of the careers including Jennifer Aniston, Sandra Bullock, Julia Roberts and Halle Berry.