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2019 Hispanic TV Upfront Guide Presented by HispanicAd.com First, Univision CMO and President of Entertainment Jessica Rodriguez shared that the UniMás
network, viewed by many as the “junior” network to Univision, is getting a reboot.
This relaunch will place a new focus on live news, sports, reality-styled programming and entertainment.
“We’re making a commitment to investing in this network like never before,” she said.
The changes at UniMás began at 10pm Eastern on Monday (5/13) with the debut of what Rodriguez called “first network newscast in the 10pm hour.”
Univision Noticias branding will be used for the newscast, which sees ex-CNN en Español veteran Patricia Janiot and Enrique Acevedo, the anchor of Noticiero Univision Edición Nocturna, deliver the day’s top stories under a “first at 10” approach in Univision’s consumer marketing.
The reboot also sees the arrival on UniMás of “ultimate live marriage reality show,” Enamorándonos. This attracted the attention of one journalist in attendance who asked if Enamorándonos will be inclusive of LGBT couples. Univision executives would only comment that the show will see production exclusively in the U.S.
A REPRIORITIZATION OF GOALS
Sadusky opened the Univision pre-Upfront session for media by noting that the company has been investing in itself in an effort “to make it the best Hispanic company in the world.”
Why should a client invest in Univision? “This company has a long, long legacy, and an amazing connection with its community – one that you don’t see anymore,” he said. For the consumer, more and more media choices exist, and many tune to sporting events – rather than a network – for what they desire.
In the case of Univision, Sadusky believes it “means more to its community than it does for other networks.”
In “an incredibly fragmented and confusing world,” this growth opportunity is unique. That’s because the U.S.’ entire growth “is absolutely being driven by Hispanics.”
Univision’s President of Advertising Sales and Marketing, Steve Mandala, believes Univision’s
“new, affirmed and rededicated investment” in itself – one that extends to Univision Radio and the Uforia audio brand — demonstrates how Univision’s leaders are “completely aligned” across the organization.