A venerable cable television station that caters to the Latino audience is pivoting to more digital content.

Sawtelle-headquartered LATV Networks announced this month it hired Mary Hernandez as the station’s first vice president of digital content and sales strategy.

Hernandez will lead an effort to develop digital-only content that is free and ad-supported. LATV has no immediate plans to offer a subscription model.

The bilingual broadcast network has been around since 2007 when it signed an affiliation agreement with Entravision Communications Corp. to carry the network in Los Angeles and 10 other U.S. markets.

LATV, which stands for Latino Alternative Television, wouldn’t disclose its financial performance, but the company told the Business Journal it’s been profitable since 2014 and reaches more than 12 million U.S. Hispanic households.

LATV has about 75 employees, according to a spokeswoman.

The network’s programming is geared toward millennials but is only now adding a digital strategy. A spokeswoman attributed the delay in part to the network’s efforts in “collecting data and insights on our audience.”

Hernandez joins LATV from Latino media company MiTú Inc., based in Santa Monica, where she was vice president of programming.

CORRECTION: An earlier version of this story mischaracterized LATV Networks as a Spanish-language cable television station. LATV Networks is catered to a Hispanic audience, but its content is in both English and Spanish.