When you joined Univision last May, what were your first impressions?
What impressed me about Univision is the strong brand affinity it has built with its audience over the past 50 years. Because of the trust it has established with the Hispanic community, Univision is in a very enviable position.
What is Univision's overall strategy for growth?
Our team provides our partners another direct connection to the Hispanic consumer. Through the use of our multi-platform media assets, our goal is to provide various touch points to the consumer from advertising to show integrations, retail, promotional and experiential marketing opportunities.
Describe the core Univision properties that offer strong opportunities for growth and expansion.
We have a spectacular array of brands that offer opportunity to expand from our always-popular novelas, Univision Deportes, iconic programming like "Sabado Gignate," the longest-running variety television show in the world, to marquee owned-franchise events like the Premios Juventud Youth Awards and the Premio Lo Nuestro Music Awards and the beauty competition reality show "Nuestra Belleza Latina," to our beloved personalities.
What are attributes of the Hispanic market and why is it such an important audience for brand licensing?
The 2010 Census results validated what we at Univision already knew–the 50 million plus Hispanic population is driving growth across the U.S. New data shows that for the first time in history there are more births from minorities than from non-Hispanic whites. The report also shows that Hispanics are the fastest growing group with a population increasing to 52 million in 2011, accounting for 16.7 percent of the U.S. population. Hispanics also represent the fastest growing population in terms of purchasing power. Hispanic buying power is estimated at $1 trillion and projected to double in the next 10 years.
Explain the importance of Univision's agreement with Televisa to represent its brands in the U.S.
Univision is the exclusive consumer products licensing agent for Grupo Televisa's brands in the U.S. Univision will collaborate to build Grupo Televisa's brands at retail by leveraging multi-media platforms and connection with Hispanics. The agreement includes such iconic Televisa brands as El Chavo, Chapulín Colorado, Hablando Sola, Chef Oropeza, as well as all licensing for Televisa novelas, reality series, live action and game shows.
What are some recent brand licensing deals?
We have a partnership with EnvisionRxOptions and HolaDoctor to provide an exclusive prescription savings program. The UnivisionSalud con HolaDoctor Prescription Savings Card provides an option for the more than 50 million Hispanics in the U.S. to manage rising healthcare costs. We also offer two prepaid calling cards through Dollar Phone–one branded with the morning program "Despierta America" and the other on "República Deportiva," Univision Network's sports entertainment show.
How do you see Univision's position in brand licensing growing over the next several years?
Univision is confident that in the next few years we will be the leading Hispanic licensing player within the U.S. We represent the fastest growing consumer segment in the U.S.–an audience that already has a deep emotional connection to Univision. The ability for Univision Consumer Products to develop end-to-end solutions for marketing partners is very exciting. Many retailers have expressed interest in working with Univision and the opportunities to deliver successful consumer products and experiences are endless.