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TelevisaUnivision Launches Short-Form ‘Microdramas,’Three-City Music Festival in Upfront Pitch
Spanish-language giant TelevisaUnivision counts a series of short-form 'microdramas' and a music festival from three cites among upfront highlights
The Spanish-language giant, which has in recent years worked to get advertisers to recognize the value of the growing Spanish-speaking audience in the U.S., intends to introduce a host of short-form “microdramas” that stream in increments of one minute each, as well as a new music festival that will originate from three different cities over the course of its run. Some of the new ideas surface in a bid to reach young, streaming users who have embraced different media-consumption habits, says Donna Speciale, president of U.S. advertising sales and marketing at TelevisaUnivision. Forty original microdramas are set to debut in the second half of the year, with plans to extend into comedy and documentaries, among other genres.
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