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Guillermo Sierra of HITN Media: “We Moved From Being Just Content To Creating Experiences That Activate The Community”
29 de enero de 2026
Guillermo Sierra, Director of HITN Media: “We are complementing the programming with experiences and benefits designed for the whole family”
From C21’s Content Americas, Guillermo Sierra, Director of HITN Media, spoke about the group’s evolution and, in particular, its collaboration with Walmart in Mexico, with a focus on strengthening strategic partnerships that expand distribution and increase the value of its content.
Sierra highlighted that one of HITN Media’s main offerings today is Edye, its preschool brand and channel, conceived as a comprehensive proposition that goes beyond linear content. “We are complementing the programming with experiences and benefits designed for the whole family,” he noted, explaining that the goal is to place educational content within platforms and environments already well established among consumers.
In this regard, Walmart has become a key strategic partner. Through this alliance, Edye is available as part of Walmart’s benefits platform—where members can access the content at discounted rates—as well as within its new video distribution project. “It allows us to reach families from an ecosystem that is already part of their daily lives, not just as entertainment, but as a benefit,” Sierra explained.
The executive emphasized that this collaboration model is part of a broader offering from HITN Media to the market: educational content ready to be integrated into benefits platforms, digital distribution, and brand experiences. To support this, the company has a team dedicated exclusively to serving strategic partners and developing new access routes to its content.
Among upcoming launches, Sierra announced a new alliance in Mexico with a company specializing in employee benefits, which will integrate Edye content into corporate packages reaching millions of workers, further expanding the channel’s presence in new consumption contexts.
“HITN Media’s offering today is designed to grow hand in hand with partners who want to add purpose-driven content to their platforms,” he concluded.
