Univision Unfurls Its New Multi-Platform Superpower, PrendeTV

The Big Message Univision is ready to leap forward and go from a leading domestic Spanishlanguage TV force to a global Spanishlanguage TV superpower beginning with next week39s launch of PrendeTV the first USbased megacontentmultichannel bundle venture in Spanish distributed through smart TV sets and devices What39s more PrendeTV39s launch will be followed in timely fashion by big developments in both content and advertiser opportunities for all Univision TV platforms quotWe39ll make investments in Spanishlanguage content like you39ve never seenquot declaredamp160new Chief Executive Officer Wade Davis quotWe will modernize and superchargequotHosts Davis in one of his first oncamera appearances since starting at Univision earlier this year and Donna Speciale the former WarnerMedia ad executive fresh into her new role as the company39s president of ad sales and marketing Both delivered their remarks in nononsense fashion with Speciale injecting some humor about getting up to speed quotI39ve been learning my Spanish on Babbel and trust me we have a long way to goquot she saidWhat Worked A halfhour presentation that gave Univision39s top executives maximum time to introduce themselves and their aspirations for the future Good move to note in passing other key executives not appearing oncamera and off the bat invite sponsors to participate in late spring or summer attractions on various Univision services such as 100 soccer matches packaged as quotSummer Of Championsquot on sports network TUDN quotBe on the journey with us from day onequot Davis exclaimedWhat Also Worked Speciale39s criticism of advertisers who remain apathetic to any Spanishlanguage TV participation quotPoliticians can39t win without this audience now more than 60 million people across the US and brands can39t eitherquot she insisted quotAdvertising to this audience must be a business imperative not nicetoknowquot At one point Speciale called out pharmaceutical companies for not buying time especially in light of the coronavirus pandemic while offering graphic testimonials from Nestle and other companies labeling Latinos as a quotfundamentalquot audience for any ad campaign For a change of both pace and mood two entertainment segments kicked in a minisalsa shine lesson from the hosts of popular Univision weekend series Mira Quien Baila and a closing bachata production number from longrunning and toprated annual awards presentation Premios Lo NuestroWhat Didn39t Work Prende TV39s sizzle reel showcased the wide variety of initial content viewers can see and did little else Could have taken a few minutes to highlight some original series or specials running the first month or twoData Points More than 1900 companies currently advertise on national Englishlanguage TV services compared with about 400 companies running campaigns on Spanishlanguage TV ventures Spanishlanguage messages according to one research study give advertisers on average two times the return on investmentNews PrendeTV will begin with 45 channels and more than 35000 hours of acquired content increasing to more than 100 channels by the end of the year Ten sponsors have signed on so far including Dunkin39 Donuts Verizon Eli Lilly Toyota and Clorox A 100 million marketing campaign will begin next week Details on programming made for Prende and special ad opportunities beyond commercials are expected to be unveiled at Univision39s second Upfront event midMay Mothership network Univision will premiere a Mother39s Day special later this spring connected to the annual Latin Grammy Awards and this fallamp160will expand its weekday morning multihour Despierta America Wake Up America program to Sunday mornings Despierta celebrates 25 years on the air next yearParting Words quotOur objective is to amplify and expand the reach and power of this platform We will take Univision to be the global leader in Spanishlanguage mediaquot Wade DavisquotOur goal is to make ad brands part of a cultural moment a pivotal part of society amp8230 Do you want to be part of this cultural moment or let itamp160pass byquot Donna SpecialeClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Univision Unfurls Its New Multi-Platform Superpower, PrendeTV

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Simon Applebaum

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Univision Unfurls Its New Multi-Platform Superpower, PrendeTV

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