Page 27 - 2019 Hispanic Market Thought Leaders

2019 HISPANIC THOUGHT LEADERS Presented by HispanicAd.com
Adapting and Embracing
Media’s New World Order
If Hispanic consumers are early adapters of all-things tech, then it should come as little surprise that Latinos are eating up OTT — Netflix, Hulu, Amazon Video and the like. How are Hispanic media networks responding, and evolving, to compete in a digitally savvy world?
Hispanic Thought Leaders editor Adam R Jacobson posed the question to four key leaders overseeing some of the nation’s largest and most influential owners of Spanish-language radio and TV stations.
Jessica Rodriguez, President/COO at UCI Networks and the Chief Marketing Officer at Univision Communications, believes the Univision brand – despite all of the disruptors that exist today — “is more powerful and relevant than ever before.”
But, as media consumption habits evolve, “so must we,” Rodriguez says. “Content quality ultimately drives where consumers are going to go to seek out entertainment, news and sports programming.”
To this end, Univision has taken steps to “refresh” its appeal to Hispanic consumers with a focus on what it says is “a diversified and research-based content strategy” — one that counts on both Univision-produced content and that from its close Mexican partner, Televisa, which has seen challenges in its home market over the last two years.
Rodriguez was quick to brag about Univision’s ratings. But, there’s certainly acknowledgment that digital content is in need of a strategy.
Univision has one. “We’ve built a strong digital content strategy across multiple platforms that meets the needs of our increasingly digitally-connected audience,” says Rodriguez, who claims that Univision.com is the No. 1 publisher for Hispanic America and also boasts the largest social footprint, reaching 285 million fans and followers. “We have created unique ways to engage with our audience, delivering compelling content on all their favorite devices,” she says.
What blending of linear and cross-platform initiatives can Rodriguez discuss?
“We have the benefit of having the largest Latino influencer network, the Univision Creator Network (UCN), which has doubled in reach over the past year and has expanded our value