Wednesday, February 24, 2010

Hispanic internet users targeted by telenovela

Univision to Launch Telenovela Web Site
The Latino Journal, Vol. 3, Issue 5

Univision Communications is continuing its push online with the forthcoming rollout of a video web site for telenovela soap-operas - an unmet niche category for Hispanics, which are increasingly moving online for entertainment and news.

"The world has shifted," says Joe Uva, Univision's president and chief executive. "Our audience is consuming more and more content on digital platforms and the go." (via the Wall Street Journal).

The site, which will launch in the spring, will offer episodes of telenovelas both online and through mobile phones, according to Journal. Besides Univision’s content, the site will also offer content from Azteca America, the U.S. network of Mexico's Grupo Salinas, Colombia's RCN Television SA and Dori Media Group Ltd.

Univision will also produce web-only shows for the site.

Building a Presence

Univision has been steadily building a larger presence online. Last year it launched an online ad network designed to help advertisers better connect with US Hispanics.

A wealth of research statistics support the growing presence of digitally savvy Hispanics. The online US Hispanic population reached a record 20.3 million visitors in February 2009, according to comScore, Inc., which noted that the Hispanic online demographic is expanding more than 50% faster than the overall US online population. Hispanics now make up 11% of the total online population.

Another survey, from ARAnet and ORC, noted a similar increased use of online sources for news and information among the college educated, Hispanics and those making more than $100K per year, compared with the general population.

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