The new El Rey Network said Tuesday that it will call Texas’ capital of cool—Austin—home.

Co-founder Robert Rodriguez has already based his Troublemaker Productions operation in the Texas city since the 1990s, but El Rey’s move will mark the first time that a general entertainment network will have its production and corporate offices in The Lone Star State.

El Rey plans to maintain its current offices in New York City and L.A. as it grows out the Austin headquarters.

“I want to be among the first to thank El Rey for joining a long list of businesses to call Texas home,” Texas Gov. Rick Perry said in a statement Tuesday. “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.”

Added Austin Mayor Lee Leffingwell: “Austin is home to creative, talented people who do pioneering, game-changing work, and Robert Rodriguez exemplifies our creative base of talent. We’re pleased that the network has chosen Austin, which speaks volumes about our filmmaking environment.”

El Rey is the new 24-hour English-language cable channel targeting Latino audiences with grindhouse-style original fare. “From Dusk Til Dawn,” inspired by Rodgriguez’ feature film of the same name, has already been renewed for a second season. “From Dusk Til Dawn” will be one of several original series that El Rey has committed to filming in the state.

Rodriguez will be a keynote speaker at PromaxBDA: The Conference 2014 at the New York Hilton Midtown on Wednesday, June 11.

Brief Take: El Rey’s move to Austin underscores what many in the creative industry have known for a long time: Austin is a new incubator of innovative, original, and youthful entertainment.

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