U.S. HISPANIC
Canela Media: The platform that connects authentically with the Hispanic audience will win the streaming war
Maribel Ramos-Weiner| 15 de junio de 2022
Panel Streaming Wars Televisa Univision
While Isabel Rafferty, CEO of Canela Media, considers her AVOD streaming service, Canela.TV, as supplementary to SVOD platforms; Bilai Joa Silar, Senior OTT Content VP at TelevisaUnivision, expressed that ViX and ViX+ aim to be a one-stop content shop for Hispanic audiences.
Rafferty and Joa Silar took part in the panel The Streaming Wars: Everything Marketers Should Know to Attract Hispanic Audiences in the context of Adweek‘s online event Elevate: Hispanic TV. Bill Bradley from Adweek was the moderator.
Rafferty’s main conclusion is that the platform that chooses to connect authentically with the Hispanic audience and supports it will win the streaming war. Joa Silar pointed out that they designed ViX as two-level streaming because AVOD channels “could resemble the experience of linear TV and on SVOD we will include these thematic groups we know are similar to how our audience watches the content”.
“What we are doing is a transformation for TelevisaUnivision. We are trying to connect with the family in the broadest sense possible: from the children to the grandparents” explained Joa Silar.
Rafferty expressed that Canela.TV is super focused on the Hispanic market, “We have made sure we understand the peculiarities for this audience. We have a content library aimed at several Hispanic countries” she detailed.
According to Joa Silar, the term ‘Hispanic’ is very broad to define this market. es muy amplio para definir este mercado. “We are ensuring that we are inclusive and culturally relevant by approaching this audience”.
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