U.S. HISPANIC
Analyst Julio Rumbaut: ViX represents the last frontier for both TelevisaUnivision and the Spanish-language content market
Maribel Ramos-Weiner| 9 de septiembre de 2022
Julio Rumbaut
For media analyst Julio Rumbaut, ViX represents the last frontier for both TelevisaUnivision and the Spanish-language content market. “TelevisaUnivision is the only producer and distributor of content exclusively in Spanish. This is their main and only business. The foray into the streaming market places them in the same spot they have been all these years with distribution of TV by air, cable and satellite. It is clear the commitment they have in their investments in production, in technology and, most importantly, in the group of executives that they have assembled for this last frontier”, he pointed out.
Big players -HBO, Paramount and others-, who have fully entered the Spanish-language market around the world with their streaming platforms, “have created programming by combining the content that they had at hand from their main platforms and have produced a decent amount of original content, explained Rumbaut.” He added that they have also recruited or moved talent from vast organizations, key executives, to increase the value of these components of their companies. “It’s been some time and I think that now everyone, without exception, is focused on finding, acquiring and producing mostly hard-hitting content, not the fill in type, but that with aura, that gives them the best chance of attracting and keeping subscribers on board,” he says.
He pointed out that this content has a similar level to those of its main platforms and film studios, depending on the company, are producing. “I have tested an approach on these contents, which are those that they have been demanding, considering and approving for my growing content production company,” he concluded.
