David Lawenda, president of Advertising Sales and Marketing
Univisión has announced its 2011-2012 programming lineup, including 500 hours of original programming and the launch of three new networks –Univisión Deportes for sports, Univisión 24-7 for news and Univisión TLNovelas for telenovelas.Among the hours of programming set to launch is the second season of Mira Quién Baila, the reality that makes dancers out of celebrities, and the launch of a daily lifestyle entertainment show, Hoy, which will extend after Despierta América. Univisión will also debut two new reality series, including one in which aspiring actors compete for a spot in a novela; an awards show, Premios Univisión; four novelas and a variety of different series on TeleFutura and Galavisión. The company also announced the introduction of a new division for documentaries, Univisión Documental.The expanded partnership with Televisa will allow for more content through various platforms to the growing demand of the expanding population of bilingual and Spanish speakers. The 2010 census revealed a 43% growth in the Hispanic population since 2000, fueling the expansion of Univisión. Marketers will have to ride the wave in order to reach the Hispanic audience, said David Lawenda, president of Advertising Sales and Marketing.Univision is able to surround the Hispanic consumer unlike any other company in media today, he said. Univisión is still one of the top five networks in the United States, and has actually seen its viewership grow in the last season whereas other top networks like ABC, NCC, CBS and Fox have seen a decline.
