The new label will produce original TV programming and entertainment for multicultural audiences.
Cristina D. Sarnoff, a recognized innovator in entertainment with a focus on the Hispanic market, has established Sarnoff Media Co. to develop and produce original content.
A former Warner Bros. Discovery executive, Sarnoff led the creative brand solutions team under NY Ad Sales US Hispanic.
Sarnoff Media Company launches with a slate of original series projects that include integrated partnerships and collaborations with National Lampoon, Jeanie Buss and David McLane’s WOW – Women Of Wrestling and award-winning actor-producer Jay Ellis (Insecure TV Series, Top Gun: Maverick) and actor-singer-songwriter and television personality Carlos Ponce. Sarnoff’s new company will also work with advertising agencies to develop and produce branded entertainment for national advertisers seeking to target the U.S. Hispanic market.
The company will focus on purpose-driven storytelling, a category of original programming aimed at inspiring audiences with compelling and uplifting themes.
Sarnoff Media Co’s inaugural projects include:
Star Crush – Hosted by Carlos Ponce who also is the show’s creator and producer, Star Crush is a fun, exciting game show that brings together adoring fans and their celebrity crushes for one-on-one dates – and who knows what else…In each episode a charismatic celebrity faces three fans all vying for a chance to win an unforgettable date with their Star Crush. The show is in development with Banijay Mexico & U.S. Hispanic, part of Banijay Americas,
WOW – Women Of Wrestling – Sarnoff Media Co will represent ad sales for Jeanie Buss and David McLane’s distributed female-empowerment broadcast hit, now entering its fourth season of distribution by Paramount Global.
Vacaciones – A Latino reimagination of the iconic National Lampoon brand, produced in partnership with National Lampoon and Danny Roth’s RNR Media. Latin music and film star Carlos Ponce (Couples Retreat) is set to lead this comedy adventure.
Jay Ellis’ Black BarMitzvah – Jay Ellis’ production company has partnered with Sarnoff Media to develop and produce a line-up off original series entertainment for brand integration with top-tier advertisers.
“Cristina understands the importance of seeing female role models and immediately envisioned how advertisers can authentically showcase their brands by connecting to our diversified and empowering WOW Superhero athletes, live events and fans,” said WOW Co-owner and Executive Producer Jeanie Buss.
“Cristina’s entrepreneurial leap into creating a media company dedicated to authentic multicultural storytelling is a game-changer,” said producer Danny Roth. “Vacaciones is the perfect example of how she’s honoring cultural nuances while opening new doors for brands to connect with audiences in an organic, meaningful way.”
“Brands have a once-in-a-generation opportunity to tell compelling, culturally authentic stories that drive systemic change,” said Sarnoff.
“Branded entertainment isn’t just the future—it’s the now. Sarnoff Media Co. and S.H.E. are building a platform that celebrates diversity, delivers measurable impact for partners, and sets a new standard for purpose-driven content. This is a sustainable model proving we can do well for others while driving business success.”
During her tenure with Warner Bros. Discovery, Sarnoff played an instrumental role in spearheading award-winning programming that seamlessly integrated brands with culturally resonant storytelling.
Sponsored by State Farm and Volkswagen and distributed on MAX and WBD’s U.S. Hispanic networks and produced in partnership with OMD, Juntos en Acción (Together in Action) stars Carlos Ponce in a series that celebrates community, resilience, and empowerment. Commencing production on Season 2, the series underscores the power of Purpose-Driven programming by elevating the visibility of brands while striking an emotional chord with Latino audiences and this time the focus is on the Alta Dena fires.
Additional Warner Bros. Discover projects under Sarnoff’s tenure with the US Hispanic networks include Adóptame, a heartwarming series sponsored by Pedigree, which revitalized animal shelters and drove a nationwide surge in pet adoptions; and Nuestra Familia – a Lowe’s-sponsored DIY series featuring a family of contractors transforming homes to reflect the cultural and functional needs of Hispanic families. “With U.S. Hispanics comprising nearly 20% of the population and the broader multicultural community wielding $4.5 trillion in purchasing power, branded entertainment stands as a catalyst for a new era of storytelling and brand engagement,” said Sarnoff.
