BY ROY ALBERT ANDRADE, K1LLER, Inc.
NEW YORK, NEW YORK - Univision Communications, Inc. has its hands in various digital platforms, such as, Snapchat, Instagram, and Facebook to build a bridge among social audiences, but, the "media company" is narrowing in on YouTube. Univision has launched its first two original TV-like shows, “¿Qué crees?” (“What do you think?”), and “La Polémica” (“The Controversy”), for YouTube. The show, “¿Qué crees?,” is a daily entertainment program, running one to two minutes per episode, and the other, “La Polémica,” covers Mexican soccer, lasting three to four minutes per episode. These TV-like shows are produced, and marketed precisely for YouTube. Both shows are designed with commenting in mind.
“Each platform has its ethos, if you will,” said Sameer Deen, svp of Univision Interactive Media. “If you want to get to younger audiences, YouTube has to be part of your strategy. Facebook is about sharing. YouTube is about search-driven, probably longer-format content because people will sit back and engage.”
On “¿Qué crees?,” Daniela Di Giacomo, Venezuelan TV show host, invites viewers to comment on each episode, and on “La Polémica,” it receives an average of 500 comments per episode. Univision Communications, Inc. is pushing Facebook Live programming aside, and taking YouTube very seriously. However, the "media company" posts “¿Qué crees?” and “La Polémica” episodes to Facebook immediately after they air on YouTube.
“We have a strong product; we know it’s working,” said Leonor Suárez, director of video production at Univision Interactive Media. “The second phase will be to improve the writing, [the] voice. We want to develop [Di Giacomo] in a way people will want to listen to her. That’s what we think will get people to watch it in a scheduled way.”
Shawn W. Anderson