Commentary
Univision Eyes Growth Through Traditional TV Expansion
- by Wayne Friedman , Staff Writer, May 26, 2011
Traditional television -- broadcast and cable -- is a growth business, an area where media companies can add existing programming and channels.
Univision, for example, wants to start three new cable networks, one for sports, one for telenovelas, and one for news/information.
For many existing media companies, launching even …
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Wayne Friedman is West Coast Editor of MediaPost. You can reach Wayne at wayne@mediapost.com.
...Muy claro. Thanks, Wayne, for a great post. I agree with the premise-would not make sense if not for the predictions of an upward-trending US Hispanic demographic in the following decades.
U.S.-based 24/7 Spanish news network makes a lot of sense. % ad $ for Hispanic media will never match % U.S. population though... oversimplifying, but basically the Hispanic market breaks down into 3 groups...English-dominant, bilingual, and Spanish-dominant. The first two watch mostly English TV. Spanish-dominants watch only a handful of channels (especially Univision), so big ad investments there build astronomical frequency. Expanding the menu of offerings (channels) may have the potential to bring in more of the bilingual crowd, thus building the overall reach capability of Spanish TV in the U.S.