Filmmaker Robert Rodriguez's El Rey Network -- an English-language cable channel targeting men -- has selected Austin, Texas, as its home base.
El Rey is believed to be the first general entertainment network to locate its production and corporate headquarters in Texas, the company said Tuesday. Rodriguez's Troublemaker Studios also is based in Austin.
The company said it made its selection, in part, because the Lone Star state is "a beacon state for American Latino culture and entertainment."
Texas has been aggressive in wooing film, TV, video game and TV commercial productions with incentives and tax rebates. Texas offers cash grants and sales tax exemptions and refunds to entertainment and advertising firms.
"El Rey is an important part of our burgeoning television production community, helping build our long-term industry infrastructure and making Texas even more competitive for jobs in movies and television," Texas Gov. Rick Perry said in the statement.
The El Rey network, launched last year, is geared toward men 18 to 49 with an emphasis on second- and third-generation Latinos who primarily speak English.
Its first scripted original production, "From Dusk Till Dawn: The Series," was unveiled this year at Austin’s SXSW festival. A planned second season of the series is expected to be shot in Austin.
Rodriguez, chairman of the network, was born in San Antonio.
The El Rey Network is available in about 40 million homes. The channel is owned by Rodriguez and FactoryMade Ventures co-founders John Fogelman and Cristina Patwa. Spanish-language media giant Univision Communications also has a minority stake.