TelevisaUnivision, the Spanish-language media titan, took a various strategy to its own upfront this year, transforming the west edge’s HK Venue in to what the provider phoned “Casa Cultura,” a location that commemorates Latin and also Hispanic lifestyle, by means of food items, popular music, amusement and also additional.
The provider, led through chief executive officer Wade Davis, bent on that information in a quick mid-day discussion to marketers and also media purchasers (later on that night, the provider introduced popular music superstar Becky G to lead a functionality).
“I wanted to really have our marketers and audience feel it, versus me just kind of standing on stage and showing a video of stuff that we usually do,” TelevisaUnivision add purchases main Donna Speciale said to The Hollywood Press reporter in a meeting.“I feel like the interaction between the sports, the music, news or political, what’s going on in our newsrooms, Vix, streaming, the explosion of a streaming, all of that is going to be felt within our walls and the presentation and everything is basically ‘we are a culture platform.’ And that’s our distinction between us and every other media company, and no other media company can make that statement. That’s where we’re coming from.”
The ad-supported rate of the provider’s fee streaming system, ViX, released Might 15, and also it states it currently possesses fifty thousand regular monthly energetic individuals.
TelevisaUnivision likewise bent in to popular music, releasing Sistema Uforia, a popular music system hooking up brand names to the provider’s popular music touchpoints, and also holding Shakira, that introduced that her track “Puntería” will be actually the main track of the provider’s Copa United States protection.
“We’re putting culture front and center because it is the #1 driver of consumer behavior. And it’s Latin culture that is writing mainstream culture today in the United States,” Speciale said to the group, keeping in mind the impact of Latinos on vote-castings and also company. “Brands can only win when they are relevant in the culture that surrounds them.”
“To be successful, your strategy needs to be consistent. And it needs to be authentic. It’s definitely not going to come from a one-off investment during Hispanic Heritage Month, or an isolated campaign with a Latino celebrity here and there,” Speciale proceeded. “Because the brands that commit to our audience consistently and authentically in culture are killing it There are more every day, with another 100 clients on board in just this last year. But, there are still so many who need to step it up. Hispanics are 20 percent of the population, but receive only 2 percent of your media investment on average.”
TelevisaUnivision possesses the Univision program system, along with the ViX streaming system, to name a few offerings. ViX has actually been actually a leading important top priority, though the provider has actually likewise created it accessible to some pay-TV companions, possibly very most significantly Charter final September, which is actually when the provider formally introduced the add rate of the system.
Noticias Univision supports Jorge Ramos and also Ilia Calderon likewise took part in the discussion.
The provider was actually developed pair of years ago along with the merging of Univision and also Mexico’s Televisa.