The BING KIMPO Show.: Univision adds consumer touch points to fulfill 360-degree media strategy - Mobile Marketer

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Univision adds consumer touch points to fulfill 360-degree media strategy

By Rimma Kats

February 26, 2010

Univision launches new mobile video series

Univision Interactive Media Inc. plans to extend its reach with the %u201CNovelas y Series%u201D mobile video series, which will be accessible via a WAP site and an application.
Viewers can watch the programming straight from their handsets. The initiative will also give consumers the latest novella news, celebrity gossip and behind-the-scenes footage right to their mobile phones.
%u201CUnivision continually strives to provide the best experience, content and information relevant to Hispanics, regardless of platform or device,%u201D said Kevin Conroy, president of Univision Interactive Media Inc., New York. %u201CAs such, all of our programming launches are all-inclusive, reaching today%u2019s user wherever and however they consume content.
%u201CThe Novelas y Series channel is a prime example of this, including online and mobile sites, a comprehensive community hub that will include robust user-generated content, as well as premier video content,%u201D he said.
Consumers can also view the new video series at http://www.video.univision.com.
The launch follows the Web site%u2019s originally produced webnovela, %u201CVidas Cruzadas%u201D (Crossed Lives).
The company decided to focus on a mobile audience and bring viewers novela programming from content producers around the world.
Users can view the videos on the Univision Video application which will soon be available on all top smartphone platforms.
Additonally, the "Novelas y Series" mobile site can be accessed via any Web-enabled mobile device.

The "Novelas y Series" site will have mobile advertising opportunities for brands trying to reach Hispanic consumers.
The network feels that mobile Web site advertising is an effective way to reach its users and generate an immediate response. Sponsorships of the video content will also be available via the Univision Video application.
Univision%u2019s new channel will include third-party content from Azecta America, RCN Television and Dori Media Group. It will also feature original programming from Univision Interactive Media, as well as programs from the network%u2019s top shows and special events.
%u201CWe are proud to have a very loyal user base that recognizes the value of our on-the-go offerings and has shown high levels of mobile engagement and participation,%u201D Mr. Conroy said.
According to the network, %u201CVidas Cruzadas%u201D generated more than 2.5 million U.S. video streams and is one of the Web site%u2019s top two most watched online shows to date.
Univision had a live streaming of the Paz Sin Fronteras concert last year, which it claims is now its largest live streaming event.
%u201CUnivision Communications is the most powerful brand in Spanish-language media and we recognize that Hispanics are on the move now more than ever,%u201D Mr. Conroy said. %u201CAs such, we continually strive to provide the best experience, content and information relevant to Hispanics, regardless of platform or device.
%u201CThe launch of the online and mobile "Novelas y Series" channel allows our viewers the ability to access information whenever, wherever and however they can,%u201D he said.
%u201CThese types of interactive initiatives strengthen our position not only with consumers, but also with advertisers, publishers and Web developers.%u201D

Editorial Assistant Rimma Kats covers content, gaming, media, television, music and social networks. Reach her at rimma@mobilemarketer.com.

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