U.S. HISPANIC
TelevisaUnivision: Innovation is at the heart of our content strategy
Maribel Ramos-Weiner| 19 de abril de 2023
Ignacio Meyer de TelevisaUnivision
In order to face the audience’s composition and behavior changes and its desire to consume content anywhere and at any time, TelevisaUnivision has decided that its content strategy, both scripted and non-scripted, “will incorporate not only attributes inherent to the needs of the audience in the territories where the productions take place, mainly the US and Mexico, but also those of a global audience that consumes our productions through digital platforms,” said Ignacio Meyer, president of Univision Television Networks Group, TelevisaUnivision.
Meyer explained that a central part of the strategy is the design of content “with relevant stories and multidimensional characters, addressing current issues with responsibility, relevance and honoring our cultural values and traditions, as well as incorporating innovative formats and validating the work of producers and filmmakers with the best know-how on the market in different disciplines and specialties.”
Another competitive key he mentioned was the TelevisaUnivision portfolio strategy. “Outlining attributes that define each screen, distinguishing and positioning them as options for different content for the audience.” This is why Univisión is the space where the audience finds “the best non-scripted content with the best stories, telenovelas and episodic; live news and great musical events such as Premio lo Nuestro, Premios Juventud and Latin Grammy; UNIMÁS is the home of reality shows, daily shows like Siéntese Quien Pueda, Enamorándonos, as well as live sports; Galavisión with the best comedy shows for the family, and TUDN with all the live sports and original sports programming,” he explained.
Meyer commented that in a context where audiences are hyper-fragmented, “the biggest challenge, and part of our objectives, is customizing and optimizing content that increases our global audience through linear and digital platforms, attracting the preference of the Spanish-speaking community.”
Regarding innovation he said: “Innovation is at the heart of our content strategy and has allowed us to successfully navigate changes in the industry. Our teams are constantly introducing new technologies to ensure the highest quality of our productions.” As examples, he mentioned music awardings and the creation of content integrations with ViX.
“Our music award shows have become a must-see content, not only for Hispanic audiences, but also for bilingual and global audiences. Lo Nuestro Award, Latin American Music Awards, Premios Juventud and Latin Grammy Awards are leaders and have reached first place in ratings for programming in English. In this context, we have and continue to innovate by creating new content formats, looking for new and different locations, and generating integrations with digital platforms that also offer the perfect vehicle to blend organically and effectively with our advertisers’ brands, products, and services,” he explained.
He added that when creating content for ViX, they leverage on both their linear content production and digital distribution capabilities. “Last year we launched Noticias Univision 24/7, which today is the leader in the Hispanic AVOD market. And soon we will be launching new live entertainment programs. These are just a few examples of the projects we are working on and our goal is to continue and expand this type of integration.”
