Don't refer to Freddie Prinze Jr. as the new Latino King of Comedy. As only the fourth Latino actor to land his own series on network TV (following Desi Arnaz, dad Freddie Prinze, and George Lopez), the Scooby-Doo star, 29, expressed concern to Access Hollywood on July 28 that ABC's placement of his new sitcom, Freddie, directly after George Lopez on Wednesday nights this fall could drive away a larger audience if the two series are pegged as a ''Latin hour.'' ''If a show is funny, people are going to watch,'' says Bruce Helford, an exec producer of both sitcoms. ''Frasier wasn't just the show for rich white guys, so why should we get pigeonholed?'' And not everyone thinks Prinze is a lock with the Latino audience anyway. ''Freddie didn't really make a name for himself as a Latino performer,'' says Alex Nogales, president of the National Hispanic Media Coalition. ''But we're happy to support any Latino in a lead role on television. It's not like there's enough of them.''