In the Spanish-language television universe, the company that resulted from the merger of U.S.-based media organization Univision and Mexico-quartered multimedia player Televisa earlier this year can be considered the equivalent of Warner Bros. Discovery in content production and distribution. This venture's first-ever Upfront presentation unfolded Tuesday afternoon from the River Pavilion section of the Javits Center.
The Big Message: TelevisaUnivision's collection of networks, now accompanied by ad-supported megacontent service Vix, resonates deeply with more than 62 million Latino citizens nationwide on a daily basis. "If you're not spending enough, or not spending at all, on these consumers, you risk losing lasting allegiance with them. We're at a tipping point," warned Donna Speciale, the company's President of U.S Advertising Sales. "The time is now to reach this audience. They are spending more on your products, and if you're not careful, your competitors."
Host: Speciale, who in her tenure at TelevisaUnivision pre-and-post-merger has become a leading advocate for Spanish-language TV attracting a greater share of ad dollars. More than 200 companies and brands have launched new Spanish-language TV campaigns with her company's networks last year. To make the point that she and her staff will go the distance to win ad support, Speciale learned a salsa routine [on tape] with teachers from Univision's popular series Mira Quien Baila/Look Who's Dancing. After running the video, she performed some of the routine with a partner live on-stage (pictured below).
What Worked: A detailed look at Vix and upcoming ad-free version Vix+, largely through notable Latinos creating series or full-time channels for either platform. One example: Coda co-star Eugenio Derbez developing a number of projects, including a comedy channel. "This is one of the most generous creative opportunities in my career," Derbez said. "My creativity and vision have found the perfect home."
What Also Worked: Announcing commitments to the development of new ad formats for Vix and the various TelevisaUnivision linear networks, including pause ads, unique interactive approaches, shoppable commercials/campaigns and the establishment of Asi Studios for branded content production.
What Didn't Work: The absence of conversation about Galavision, TelevisaUnivision's cable channel. Now that these parent companies are united, how will Galavision's direction and programming be impacted?
Bonus Points: Encanto soundtrack artist Sebastian Yatra (pictured below) performed a bilingual melody of his hit tunes, accompanied by solo guitar at first, later by female dancers. Yatra was fun to watch and hear doing up-tempo melodies as well as ballads. His performance segued into a lunch festival with views of the Hudson River, featuring a wide-ranging menu from chicken/beef tacos to kabobs and fish tapas. A portion of the room was turned into a mini-futbol/soccer field for demonstrations and a dance performance.
Data Points: When Vix+ launches this fall, the service will offer more than 10,000 hours of content, plus another 7,000 hours of sports coverage. Univision, on average, draws 63 percent of Spanish-language TV viewing on a regular basis. Ratings for Univision, Unimas and other company-owned nets are up seven percent so far in the 2021-22 TV season.
News: Modern Family co-star Sofia Vergara will create and star in a series adaptation ofKoati, the animated theatrical feature that premiered last year, for Vix. Salma Hayek, Mario Vargas Liosa and Selena Gomez are among the lineup of creators working on new series for Vix and Vix+. Upcoming new Univision series include De Noche Pero Sin Sueno/Sleepless at Night, a sketch comedy/variety hour playing late-night Sundays, and a set of Serielas," or miniseries, that will run weeknights at 10 p.m. Eastern/Pacific time. New series ahead on Unimas include guessing game show Cuel Es El Bueno?/Are You For Real?and entertainment news wrap Sientese Quien Pueda.
Parting Words: "We're putting more investment, more momentum and more growth behind our ability to better inform, empower and entertain the Hispanic community and deliver opportunities for all of you to grow with us." -- Donna Speciale, TelevisaUnivision President of U.S. Advertising Sales
"I'm a proud Hispanic American at the intersection of two cultures. Bottom line: my duality is my reality. Truth is, my language and my culture are more important than ever. Unleash my passions so you can unleash your growth." -- Actress Kimberly Gomez
"We have the content empire to make all the hits we need to make in the future." -- Pierluigi Gazzolo, TelevisaUnivision President and Chief Transformational Officer
"The things we do for a higher CPM.">