Background

Univision, owned by Viacom, is the largest Spanish-Language medium in the United States.  With top markets in Miami, Houston, Los Angeles and San Antonio Univision has expanded from television and radio to a multi-platform digital presence. Also the audience base has shifted from not only Spanish-speaking, but also bilingual Americans, who identify with the company’s Hispanic niche. Univision is continuing to grow partnerships with  philanthropic, outreaches to better serve their Hispanic community. At its 50^th anniversary Univision celebrates their success as a part of the mainstream media companies along with Fox, ABC,NBC, and CW.

History

Univision has historically monopolized Latino television in America.  According to Nielsen rating they have the world’s largest audience of Spanish-language television viewer.[3] Jerry Perenchio created the Spanish-Language television station  in its infancy and now Randy Falco, as the recent CEO, oversees  the companies continued success [4].  Univision’s was  founded 1986 when it was formerly called SIN, Spanish International Network- originally designed for the management of advertising sales for the main station SICC, Spanish International Communications Corporation founded in 1961, in San Antonio, Texas[5]. Univision developed in terms of their business strategy and content before the increase, of their target market. This major rise in Latinos, seen in the dramatic rise in hispanic names in the US, in combination with  the fact that so Univision is the  most famous and the oldest Latino media presence in  America, has allowed for Univision’s success. Also, Univision has no Spanish-Language competition, and none of their competitors like NBC, ABC and CBS attempt to attract Univision’s audience base [6] [7].  Even when these large media conglomerates try to reach the Latino market, like nbclatino, the content is only changed into Spanish, instead of completely repackaged and retargeted for the Latino market.

Financials

Little is known about the about the specific financials of Univision because they are owned by Viacom. Although, revenues in the fourth quarter declined 17% to $3.36 billion, in Viacom’s Fourth Quarter report, this was due to lower income than expected in filmed entertainment (which isn’t to say that Media Networks  are under or over performing)[8]. Also the operating cost of Media Networks is down $25 million to $933 million.  Viacom though has experienced decreases in revenue as a whole in compared to the conglomerate’s statistics from last year.  Viacom appears to be falling behind with it’s main competition Disney which  reports a $744 million increase in Media revenue in their fourth quarter [9].

As of close of the market on November 30^th, was up .41 points in the NASDAQ from their opening at $51.89 a share [10]. More holistically though, since late August Viacom has shown some major growth, the most significant being their climb from below $49 per share in early September to above $54.05per share in the middle of that month. Overall, though no substantial financial data can be found based on the most recent data of Viacom, or Univision in particular, beyond proof of their activity as a multi-million dollar media conglomerate.

Programming:

Broadcast

In terms of News broadcasting, Univision,has become very successful with their use of co- anchors, Jorge Ramos and Maria Elena Salina. These two recently made history by being the first Latinos to be   honored with the lifetime achievement award, which represents their work in broadcasting on both traditional and digital mediums [12]. Univision is also the only certified Spanish-Language Broadcast in the country[13]. Univision, and Ramos and Elena, also made history in broadcast news through their “Meet the Candidates” interviews, which were the first time Presidential candidates were interviewed specifically to address Hispanic Americans.  The pair also co-anchor Univision’s nightly news program “Noiticiero Univision” and Ramos host an in-depth weekly public affairs show “Al Punto”. Although Univision, isn’t dominating the nightly news market with their competitors, NBC and ABC, their line up and anchors are producing high-quality award-winning content [14].

Novelas

Univision is having success with their new telanovela “Amores Verdaderos” which was the fifth ranked program of the night in all of television among Adults 18-34, beating first-run episodes of ABC’s (“The Middle,” “Nashville” and “The Neighbors”), CBS’ entire primetime line-up (“Survivor: Philippines,” “Criminal Minds” and “CSI”), NBC’s (“Chicago Fire”) and the CW’s entire primetime line-up (“Arrow” and “Supernatural”) [16] .”  And  this show did very well, Univision’s top markets; it was named  No. 1  “in the time period  among Total Viewers 2+, Adults 18-49 and Adults 18-34 in Los Angeles, Miami and Houston.[17]”   This show also was a personal best of Univision itself, beating out its other top two primetime shows “Soy Tu Dueña” and “Amor Real.” Amores and Verdaderos also reached over 5.5million views for their time slot of Wednesday at 7pm [18]. Tapping further into that vain, the company has a five romantic telanovelas set to launch all through November and December, to ensure a ‘Love-Filled Holiday Session [19]. These shows include “Tres Mujeres” (Three Women), “Un Gancho al Corazón” (A Blow to the Heart), “El Noveno Mandamiento” (The Ninth Commandment) , “Salomé,” and “Soñadoras” (Dreamers).

Primetime

Univision’s strongest programing is their primetime lineup which as not only beat out competitors but also represents the company’s personal growth [20].

“Univision finished the November 2012 sweep period as the No. 1 network on Friday nights among Adults 18-34 …for the fourth consecutive November sweep. Univision beat its closest competitor, ABC, on Friday nights by more than +25% with Adults 18-34.”  Univision has out-delivered ABC, CBS, NBC or FOX 69% of the time – or three out of five nights –  among Adults 18-49 and 73% of the time – nearly three out of four nights – among Adults 18-34. For the 24th consecutive sweep, Univision has out-performed the CW among Adults 18-34…”
Regularly Univision’s strong hit of romantic telenovelas, like Por Ella, Soy Eva” (For Her, I’m Eva), “Amores Verdaderos” (True Love) and “Amor Bravio” (When The Heart Commands)  take out shows like AC’s “Private practice” CBS’s “CSI:NY” NBC’s “Guys with Kids” , Fox’s “The Mob Doctor” and CW’s “Gossip Girl.”  But Univision has also had this success with major award/celebration coverage like the Latin Grammy’s  and the “Sabado Gigante” premiere [21]. The diversity of top rated shows legitimizes Univision’s major success with both drama, which can be watch later( Live plus 7 day) and award coverage (which has a much shorted shelf life for the audience).

50th Anniversary

On October 27^th the network   a four hour televised celebration complete with “ international celebrities, music, games, prizes, and a fascinating walk down memory lane” for their 50^th anniversary [22]. In addition to dominating their market, the brand also used social media in the promotion of their “Sabado Gigante”  through using a twitter handle, and a hashtag to create buzz with their tech savvy audience[23] . The company’s continued and versatile use of social networking and digital participation mirror the company’s vision to remain relevant as their audience continues to embrace technology [24].  Moreover, Unvision unveiled their new logo and tag line which  is “ evocative of a human heart and three-dimensional in appearance and accompanied by a new positioning as “the Hispanic Heartbeat of America” represents the company’s enormous growth from a one station start up in Texas to a multiplatform innovative media giant [9].

Innovation

As Univision’s audience continues to expand, the company takes more strides to provide more innovative activities to satisfy their needs. Univision has aggressively taken steps to offer programing online and through mobile devices. The launch of UVideos  is not new in the idea of providing online content, but it is unique and different in the idea that this site is  rooted in technology [25].  Offering in both a mobile app ,Xbox and  partnering with Dish network on distribution of  this service on the television and basing this program in social media sites like Facebook and twitter displays this company’s move towards innovation and trust in the future of social and mobile technology [26]. Univision also used social media and second screen digital platforms in the promotion of their 50^th Anniversary programing [27].

 2012 Election

As the Latino votes become more and more crucial,in American elections, Univision has provided major coverage of the election to their viewers.  In addition to always having live translations of the Presidential debates, the station was deined the ability to join the major networks in participating directly in the Presidental Debates [28]. instead the held their own “Meet the Candidates” conversations with Governor Rommeny16 and President  Obama17 where immediate Spanish translation was available for the audience.  Univision large audience for these events represent the importance of the growing presence of Latino presence in America and also Univision expanding power/control of an influence group of voters.

 

 

Sources:

[1] Introduction of Univison’s new log http://www.multichannel.com/programming/univision-pumps-life-new-logo-brand-identity/139857

[2] Univision’s Orginal Logo from 1986 http://en.wikipedia.org/wiki/File:Univision1986.gif

[3] The rise of Hispanic Media http://stateofthemedia.org/2011/hispanic-media-fairing-better-than-the-mainstream-media/

[4] Univision’s new leader  http://corporate.univision.com/leader/randy-falco/#axzz2DOYDgp3u

[5] History of Univisin http://www.fundinguniverse.com/company-histories/univision-communications-inc-history/

[6] Univision’s competitor http://tvbythenumbers.zap2it.com/2011/01/04/univision-starts-2011-as-the-3-broadcast-network-in-overall-primetime-beating-abc-cbs-and-cw-among-all-adults-18-34/77242/

[7] Reasons for lack of Hispancis in Main Stream Media http://nbclatino.com/2012/10/26/opinion-three-reasons-why-there-almost-no-latinos-in-english-language-newsrooms/

[8]Viacom’s Fourth Quarter Earnings http://files.shareholder.com/downloads/VIA-B/2196046333x0x614687/613a40e1-1954-47e4-b16a-fc4aeb01f8b8/Viacom_Q4_12_Earnings_Release.pdf

[9] Walt Disney’s Fourth Quarter Earnings http://thewaltdisneycompany.com/sites/default/files/reports/q4-fy12-earnings.pdfl

[10] Google Finance Results on Viacom http://www.google.com/finance?q=VIA&ei=Bse6UMiLHorm0gHATA

[11] Ramos and Salina Lifetime Achievement picture http://www.mediamoves.com/wp-content/uploads/2012/10/Jorge_Ramos-MariaElena-Emmys2012-e1349286146502.jpg

[12] Ramos and Salina Lifetime Achievment http://www.tvweek.com/blogs/tvbizwire/2012/06/univision-anchors-to-be-honore.php

[13 http://www.adweek.com/news/television/univision-earns-iabs-qag-certification-143297

[14]Univision reports in November Sweep http://abcnews.go.com/blogs/headlines/2012/11/during-november-sweep-abc-world-news-dramatically-closes-total-viewer-gap-with-nbc-year-to-year/

[15] Amores Verdaderos Photo Credit http://i2.esmas.com/2012/08/30/416560/poster-amores-verdaderos-620×335.jpg

[16] Univision’s report on Telenovelas http://corporate.univision.com/2012/press/univision%e2%80%99s-premiere-of-%e2%80%9camores-verdaderos%e2%80%9d-reaches-5-5-million-viewers-outperforms-premieres-of-top-two-primetime-novelas-of-all-time-in-key-demos-2/#ixzz2Dg06WWRr

[17] Univison  on Friday sweeps http://tvbythenumbers.zap2it.com/2012/12/04/univision-is-the-1-network-pick-on-friday-night-among-adults-18-49-and-adults-18-34-2/160329/

[18 http://tvbythenumbers.zap2it.com/2012/11/09/univisions-premiere-of-amores-verdaderos-reaches-5-5-million-viewers-outperforms-premieres-of-top-two-primetime-novelas-of-all-time-in-key-demos/156844/

[19] Univision’s future plans http://corporate.univision.com/2012/press/univision-tlnovelas-announces-five-blockbuster-premieres-promising-a-love-filled-holiday-season/#axzz2DX7e1c3Z

[20] Growth shown in Sweeps http://corporate.univision.com/2012/press/univision-and-telefutura-broadcast-networks-show-growth-in-november-sweeps/#axzz2DX7e1c3Z

[21]http://corporate.univision.com/2012/press/13th-annual-latin-grammy%C2%AE-awards-reaches-10-million-viewers-and-makes-univision-no-2-network-for-the-night-among-adults-18-34/#axzz2DX7e1c3Z

[22http://corporate.univision.com/2012/hispanic-consumer/media/sabado-gigante-marks-its-50th-anniversary-with-a-truly-gigantic-celebration/#axzz2DX7e

[23] Named most powerful name in Spanish Language News, http://www.mediabistro.com/tvnewser/univision-at-50-the-most-powerful-name-in-spanish-language-news_b150981

[24http://www.adweek.com/sa-article/finding-gold-hispanic-marketing-130612

[25]http://www.fiercecable.com/story/univision-launch-uvideos-online-videosocial-site/2012-10-15

[26http://corporate.univision.com/2012/press/uvideos-experience-launches-on-xbox-live/#axzz2DX7e1c3Z

[27http://www.tvweek.com/news/2009/05/univision_sets_digital_test_fo.php

[28] Latino Coverage of Presidental Debates http://www.latinospost.com/articles/5556/20121016/presidential-debates-2012-spanish-translation-tv-schedule.htm