Los Angeles (CNN) -- A new cable network for Latino audiences will mark the culmination of two decades of filmmaking for writer-director Robert Rodriguez, who is leading the ambitious effort. "I've been on this journey for 20 years now ... and this seems to be the reason," " Rodriguez said Friday during a conference of independent Latino filmmakers and documentarians. "What's great about this is that no one is doing this for an audience that is growing so fast," Rodriguez said, referring to how Latinos are now the nation's No. 2 group in the latest census, surpassing the 50 million mark.
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Filmmaker Robert Rodriguez will lead El Rey, a new Latino network
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The network will launch between September 2013 and January 2014
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"When you think that there's nothing on television like this, it boggles the mind," he says
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He speaks at the National Association of Latino Independent Producers conference
The @placeholder network would be "the biggest opportunity, the biggest bellwether trend, for opening mainstream media to Latinos," Torres said.