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Sí TV was launched as a cable network on February 25, 2004, becoming the first exclusively English-language cable channel catering to the Latino community. It became a bicultural alternative to Spanish-language networks such as Univision and Telemundo.According to Sean O’Neal of The A.V. Club, the channel is marketed toward audiences who “enjoy a Spanish flavor without all the actual Spanish”. Sí TV’s target audience of young adults aged 18–34 are “presumably those who have long since assimilated into American convention”, and who “don’t necessarily have any particular fealty to the sort of programming that goes to great lengths to remind them of their heritage – unlike their first-generation parents or grandparents”. Within three months of its launch, Sí TV had seven million subscribers nationwide.