Univision: Expanding Its Hispanic Footprint

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Coverage: Upfronts 2013

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STRATEGY: Beat English-language broadcasters at their own game with

younger-skewing series and emphasis on multiplatform programming.

Looking

to strengthen its lead in the U.S. Hispanic marketplace, Univision is targeting

more young viewers.

The top-rated Spanish-language broadcaster will pump more content than ever

into its millennial-skewing UniMas network, including adaptations of popular

English-language series Breaking Bad (Metastasis) and Gossip

Girl (Gossip Girl Acapulco).

Gossip Girl Acapulco will air simultaneously in the U.S. and in Mexico,

the first drama to do so.

Building upon its deals with ABC (Fusion) and Participant Media, Univision has

entered into a strategic partnership with the upcoming young-skewing El Rey

Network, launching in December. El Rey is chaired by filmmaker Robert Rodriguez

and FactoryMade Ventures.

Our partnership in El Rey Network is a testament

to Univisions culture of innovation, the power of our brand to live in both

languages and our constant quest to ensure we remain the ultimate resource for

all Hispanics tastes and preferences, said Univision Communications president

& CEO Randy Falco.

During last weeks upfront presentation, Rodriguez touted a series based on his

film From Dusk Till Dawn, which he will write, produce and direct. He

also announced another series from Alex Kurtzman and Roberto Orci (Star Trek

and Transformers), which will start development at the end of June.

The El Rey Network is going to be the home of kickass entertainment, Rodriguez

told the audience.

During Univisions

upfront call with reporters, Univision Networks president Cesar Conde took a

shot at the English-language networks: While were rapidly climbing in ratings

and popularity, the Big Four Englishlanguage networks are experiencing

significant ratings declines, he said, noting that season-to-date, those

networks are down 11% in total viewers.

At the upfront, Falco starred in a mock version of AT&Ts Its Not

Complicated spot, poking fun at English- language nets seeking more dollars

while ratings dip.

For its main Univision network, the company is putting an emphasis on

multimedia programming. The companys two new telenovelas will feature

multiplatform elements. Televisas La Tempestad (The Storm) will

have parallel story lines across television, digital and social media. The

other telenovela, Mentir para Vivir, will feature behind-the-scenes

content on UVideos and other social media platforms.

Univisions Deportes Network is looking to ramp up its sports footprint, saying

it will broadcast more live soccer than any other sports network regardless of

language. This summer, during what Univision is calling 90 Dias de Delirio (90

Days of Madness), Univision Deportes will air over 100 games and more than

3,000 hours of live soccer.

E-mail comments to tim.baysinger@gmail.com

and follow him on Twitter: @tim_bays

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