Rafael Urbina of TelevisaUnivision: “ViX MicrO Also Opens Up A Scalable And Shoppable Advertising Opportunity For Us”

ViX has decided to take the lead in the Spanish-speaking market, both in how content is consumed and in the micro-content format, taking into account that video consumption on mobile devices has reached a turning point. Under the leadership of Rafael Urbina, President of Streaming and Digital at TelevisaUnivision, the platform has successfully consolidated ViX MicrO, a business unit that already includes more than 80 productions and has generated over 500 million global views.

Urbina explained that the evolution of the industry responds to a profound shift in user behavior, as audiences now demand compelling stories in vertical format.

THE DNA OF MELODRAMA IN VERTICAL FORMAT

He emphasized that ViX’s strategy is based on an organic transition from content that has dominated for decades: the telenovela. By analyzing micro-dramas in Asia, the team found that the narrative essence was practically the same as that of traditional melodrama.

“We saw that the narrative DNA of those formats had a lot in common with the DNA of our traditional telenovela, the melodrama we have been producing at TelevisaUnivision for decades. That process began from reflecting on the consumption habits we were seeing in the region,” Urbina noted.

PRODUCTION FACTORY

To fuel this ecosystem, ViX has created an exclusive production pipeline. Rather than adapting long-form content, the focus is on producing from scratch with a clear understanding of the rules of the vertical format and minute-by-minute user retention.

“There is a team dedicated to micro-content; it’s already a production pipeline on its own. You have to understand the differences of the format and the need to generate almost constant attention—every minute there has to be something pulling you back to the next episode. It leverages our DNA heavily, but there are definitely differentiated elements,” he added.

MONETIZATION AND ADVERTISING

He explained that ViX MicrO is not only focused on audience growth, but also on commercial effectiveness. As a result, the platform is already experimenting with vertical advertising and brand integrations that enable direct transactions, such as the successful collaboration with JC Penney.

“A world of opportunities opens up for us with short-form content, given its low production cost and very fast production speed. Consumption is mobile, where the user is just one click away from making a transaction. We can create content 100% produced for a brand; we made a micro-series for JC Penney where consumers could find the characters’ clothing in the store,” Urbina explained.

MOBILE AS AN ACQUISITION FUNNEL

Although traditional ViX consumption is concentrated on connected TV, the micro format allows the brand to accompany users at all times, serving as a gateway to other services on the platform.

“The mobile screen opens up a huge opportunity to connect with consumers beyond the main screen. We want users to have a very close relationship with ViX; if they first connect with ViX MicrO and then with ViX Premium, that’s perfect. Micro content can serve as an acquisition funnel in many ways,” Urbina concluded.