Great American Media is bringing in a specialist partner for its next streaming bet. The New York-based company has tapped Latino production firm Minivela as programming, content and creative partner for Pure Flix Familia, a streaming service aimed at Latino audiences that is set to go live in early October.
The launch slate will include original movies, series and mobile-first microdramas. Content will begin in Spanish, then expand over time to bilingual and English-language programming created and curated for Latino viewers.
Who controls what
The arrangement separates creative and cultural work from commercial and operational control. Minivela will work with Great American Media and Pure Flix leadership on original programming, content development, creator relationships, licensing, cultural strategy and audience engagement. Great American Media retains business operations and final approval over brand, budget, programming, acquisitions and distribution.
- Minivela: programming, creative and content strategy, creator relationships, cultural and audience work.
- Great American Media: business operations, budget, distribution and final sign-off on key decisions.
The creative leads
Minivela co-founder and CEO Manny Ruiz will lead programming and creative strategy, identifying original projects and cultivating relationships with Latino creators and producers. Actor-producer Carlos Ponce, also a Minivela co-founder, will help build the platform’s creative identity, connect with actors, writers and filmmakers, and contribute to audience-engagement initiatives. He is also expected to appear on-screen in future Pure Flix Familia projects.
Why this matters for the screen business
For media planners and streaming buyers, Pure Flix Familia is a focused inventory pitch: faith-and-family positioning combined with Spanish-first, mobile-native formats such as microdramas. That is narrower than broad entertainment services, but it gives advertisers a clearer audience promise and gives creators a focused brief.
Great American Media president and CEO Bill Abbott framed the move as an extension of the company’s mission. “Pure Flix Familia represents an important expansion of Great American Media’s mission,” he said, adding that Minivela’s leaders know the community “because they are part of it.”
The structure suggests Pure Flix Familia will lean on cultural authenticity rather than simply translating existing programming. The early test will be whether Spanish-first originals and microdramas can build repeat viewing for a faith-and-family brand.
Source: C21media
