Through the online comedy network Above Average, Broadway Video has made a mark in the web video world. Now, it has a plan to reach a more targeted group of digital media consumers. Lorne Michaels’ company, best known for producing Saturday Night Live, has announced Mas Mejor, a studio that will be aimed primarily at Latino audiences.

Many of Above Average’s best videos have been led by SNL cast members, and Broadway Video is also making use of the sketch show’s alums as it prepares to launch Mas Major. It has tapped Horatio Sanz and Fred Armisen to work with up-and-coming creators (like Vine star David Lopez) to produce a bilingual mix of web series and editorial content, according to The Hollywood Reporter. Both Sanz and Armisen have Latino roots themselves; Sanz was born in Chile, and Armisen’s mother is from Venezuela.

Mas Mejor will work with a number of different distribution partners, including NBCUniversal’s Telemundo. “We’re excited to work with Telemundo Digital and our other soon-to-be-announced distribution partners to provide a platform for the many talented Latino performers and creators here and abroad,” said Broadway Video Enterprises president Britta von Schoeler.

There is already a breadth of digital content aimed at Latino viewers, but based on the pedigree of its executives, Mas Mejor figures to make a strong entrance into its field. It is set to launch in January 2016.

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