Prince Royce opened the show and is going to be one of the artists featured in some of the docuspecials on ViX Música. How important was it for you to highlight the music strategy to marketers?
It was really important because the strength of Latin music in the U.S. is undeniable. It’s now part of the ecosystem. We’ve always been focused on music, but it was a strategy of ours to take it to the next level. We are now—in my mind—the home of Latin music. We needed it to land across all of our platforms.
Having the launch of Vix Música rounded off our capabilities, not from it being on our linear platforms with Univision and UniMás, but now, it really being with ViX and bringing all the streaming to it, lends itself to the younger audience and having music now be the place to go on a new platform.
Reaching younger audiences was also such a central part of the presentation. Can you speak to how it was important to highlight that to marketers?
Rolling out new digital-first formats was definitely something we were focusing on, with what is happening with the young behaviors and the young audience with TikTok, and we are doing so well with the vertical content that we’re doing on ViX.
Between the momentum that we’re having with the vertical content on ViX and with the behavioral changes of young America, and young consumers being comfortable with vertical video and basically living and breathing mobile content, it just made sense for us.
And what can you share about the microdrama strategy?
This was the right time to launch the digital-first formats with microdramas. We wanted to focus on dramas because that’s where our expertise lies with telenovelas. Obviously, we needed to change our behavior a bit because telenovelas are much longer in length, and the storytelling is very different. Over the past few months, we’ve been doing a lot of testing, learning, and iterating with the production of the one-minute [videos] because you need to capture the audience in 5 to 10 seconds.
We’ve basically changed the brain in production of how we do it, and we’ve been doing that leading up into the launch in July. But we’re not going to stop there because we believe that vertical videos and the way people are consuming are important. Music is going to be now in vertical format—the micronovelas and microdramas, microseries, microdocuseries, microcomedies.
