Univision launches local online TV strategy
Michelle Clancy ©RapidTVNews | 20-09-2010
Bienvenidos a las ciudades: U.S.-based Spanish-language media company Univision has announced a local market strategy, launching 72 new online and mobile TV and radio sites in 20 top Hispanic markets nationwide.
The company aims to become part of the community conversation, a local voice for Spanish-speaking Americans, thus inspiring loyalty (and site traffic).
Local Website enhancements will consist of posting geographically relevant and interactive content, including more video and photo offerings, along with user-generated options and social media integration. Branding of local stations will also be more prominent on each site, including unique station URLs.
By having a localised presence, Univision hopes to maximise user engagement across its digital platforms. “This initiative strengthens our overall local media offerings, as Interactive plays an important role in the ongoing transformation of our local media business and in our long-term growth strategy,” said Peter Walker, president for Univision’s local media division.
The initiative has already begun in Miami, Los Angeles and New York, and new sites in the following markets will roll out through the end of the year: Albuquerque, Atlanta, Austin, Chicago, Dallas, El Paso, Fresno, Calif., Houston, Las Vegas, McAllen, Tex., Philadelphia, Phoenix, Sacramento, San Antonio, San Diego, San Francisco; Phoenix and Puerto Rico.
An example of the new format can be found at Miami-based WLTV Univision 23 at www.univision23.com, and the Mix 98 WRTO 98.3FM at www.mix983.com.
“These new sites are an integral step in providing our users with a comprehensive and fully engaging local interactive experience that further strengthens our connection with Hispanics at the community level,” said Kevin Conroy, president at Univision’s interactive media division. “These enhancements will grow our audience and engagement, while allowing us to better serve our advertisers and partners with expanded features and a stronger platform through which to reach our valuable audience.”
