TelevisaUnivision Bets on Microdramas and Music in Upfront Push

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As a devoted admirer, I’m thrilled about my favorite media powerhouse, TelevisaUnivision, planning to innovate by exploring fresh formats and engaging in diverse cultural dialogues. In a competitive landscape, they aim to make a distinctive mark in the bustling upfront marketplace.

This update encompasses several new features: continuous reality formats available 24/7 for on-demand viewing, numerous music programming options (including a fresh live music event), and a significant focus on “microdramas” that aim to adapt the telenovela style for mobile devices.

In contrast to other businesses striving to cater to everyone, we at TelevisaUnivision have always been highly specialized,” stated Donna Speciale, head of ad sales, during an interview with The Hollywood Reporter. “I believe we possess a distinct quality – we are a cultural powerhouse. With our 70-year foundation of trust, we offer authenticity and a profound bond with our audience. We serve as the core of the Hispanic connection, which sets us apart and makes us unlike anything else in the market.

The company not only owns the Univision network, but it has additionally developed the ViX streaming platform, which is where it’s primarily focusing its investments as part of an effort to maintain relevance among younger audiences.

The microdrama approach is crucial here. With TikTok-like vertical videos becoming extremely popular, certain apps and studios from Asia have developed incredibly affordable ultra-short dramas. Although they don’t pose a challenge to high-end TV dramas, they are taking up screen time on mobile devices. TelevisaUnivision believes it can capitalize on its knowledge of telenovelas to claim a share of this market.

The business intends to launch approximately forty short plays, known as microdramas, on ViX. These will be broken down into brief, around one-minute episodes. Later on, they aim to diversify into documentary, comedy, and other content types.

This format is gaining significant popularity in Asian markets, catering perfectly to the preferences of the young, digitally-focused user base that spans vast mobile networks. Essentially, we’re harnessing this trend, and we’re utilizing our proficiency in episodic scripted dramas to further develop it,” Speciale explains. “We plan to introduce various forms of innovation, messaging, and brand opportunities for clients to sponsor and engage with.

Speciale mentions that the company plans to explore brand integration further within the microdrama genre, due to the brief episode length and an aim to reduce disruptive ad breaks.

Clients are keen to try working with us because, as of now, no one has definitive solutions. However, considering the rise of TikTok and the fact that people increasingly consume content on their phones in a vertical format, there’s a significant opportunity here. We genuinely think we can capitalize on this moment.

In the realm of music, TelevisaUnivision is set to roll out a variety of programming and is preparing to debut its own music festival branded as YA Fest. This festival will be broadcasted across all their platforms. The plan is to hold this event in numerous cities, each showcasing different genres of music.

Speciale announces that we’ll be broadcasting the event simultaneously on both traditional and digital platforms, with numerous influencers and hosts interacting back and forth. This event is shaping up to be a major social media phenomenon. It seems that more clients are moving towards hosting events that prioritize social media and digital platforms first, and this could very well become one of the most successful ones.

Additionally, the company is introducing ViX Music, positioning it as a musical hub within the broader ViX platform.

As a passionate enthusiast of entertainment, I’m thrilled about the latest additions to our lineup. In the realm of reality television, we have innovative concepts such as the around-the-clock reality show “La Mansión 24/7” and the survival-based reality series “El Conquistador”. For those who prefer scripted content, there’s “Doménica Montero” and “Los Hilos del Pasado”.

However, at this point in time, the initial costs pose a challenge for the advertising industry due to the fluctuating tariff rates and economic instability. Media buyers are pushing for flexible arrangements, while media companies are focusing on sports and live events in an attempt to secure long-term commitments.

TelevisaUnivision is not exempt from this trend; they have entered into a fresh agreement with Concacaf that will include their women’s sporting events in their programming schedule.

Speciale says that her company is prepared for what’s coming.

Market uncertainty isn’t something novel; we’ve faced recessions previously, and more recently, the COVID-19 pandemic. Yet, during such times of unpredictability, marketers tend to concentrate on aspects that yield the greatest impact while maintaining investments in growth drivers. This strategy gives me confidence, especially considering the Hispanic audience makes up 20% of our population. Companies are starting to recognize the importance of this demographic as a significant business priority, and it’s evident in their daily operations when they invest in these areas, as the return on investment is clear.

As a gamer, I’m all about adaptability, and that’s exactly what they’re after. They need flexibility because the future is uncertain, but the upfront arrangement gives them that flexibility. The fine print has been there all along. To me, it’s a win-win situation since we’re such a significant engine for their growth, I’m quite optimistic that we won’t feel any impact as we move forward.

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2025-05-13 18:55