Mediam Group Expands Partnership with TelevisaUnivision to Represent Pay TV Advertising Sales

Mediam Group announced a new milestone in its partnership with TelevisaUnivision (TU), becoming the Official Representative for the advertising sales of the company’s pay TV channels across Panregional Miami, Colombia, Peru, Chile, Argentina, Ecuador, Guatemala, Costa Rica, Panama, El Salvador, Honduras, Nicaragua, and the Dominican Republic.

This appointment builds on the partnership established in 2024, when Mediam became the Official Representative for ViX across Latin America, excluding Mexico, and further strengthens its position as a strategic partner connecting brands and agencies with TelevisaUnivision’s audiovisual ecosystem.

The evolution of this relationship reflects TelevisaUnivision’s confidence in Mediam’s ability to develop markets, drive commercial growth, and support advertisers and agencies as they transition toward more integrated television, streaming, and digital video strategies. Mediam’s work with ViX over the past two years demonstrated not only its regional execution capabilities, but also its vision for the future of the audiovisual landscape.

With this expanded role, Mediam now offers advertisers access to TelevisaUnivision’s pay TV advertising inventory, alongside Connected TV (CTV) solutions through ViX, interactive experiences, and opportunities for brand integration and product placement within premium content. Together, these solutions are designed to maximize campaign reach, relevance, and business impact.

A New Gateway to TelevisaUnivision’s Audiovisual Ecosystem
For advertisers and agencies, Mediam’s expanded role provides access to a broader and more integrated offering across TelevisaUnivision’s audiovisual ecosystem. By combining pay TV channels, ViX’s Connected TV capabilities, interactive experiences, and exclusive content integration opportunities, brands can develop stronger communication strategies where brand building, audience reach, targeting, and measurement coexist within a single proposal.

For agencies, this integration simplifies the planning and execution of regional audiovisual campaigns by providing a single strategic partner capable of delivering solutions across pay television, streaming, Connected TV, branded content, and content production. This approach reduces the operational fragmentation that has traditionally existed between television and digital platforms, enabling a more unified approach to audiovisual investment.

For advertisers, the expanded portfolio creates new opportunities to combine the scale and relevance of TelevisaUnivision’s pay TV channels with ViX’s digital capabilities. The value lies not only in expanding available inventory, but in building a more connected, measurable, and consumer-centric audiovisual presence aligned with today’s evolving video consumption habits.

Additionally, this model opens the door to new branded content opportunities, custom integrations, and original productions developed within the TelevisaUnivision ecosystem, allowing advertisers to go beyond traditional media buying and build stronger storytelling, cultural relevance, and deeper audience connections.

The Evolution Toward Convergent TV
The battle for consumer attention is increasingly centered on the largest screen in the home: the Smart TV. The boundaries between traditional television, streaming, digital video, and Connected TV continue to disappear as audiences consume content more seamlessly across a single screen.

In the near future, consumers will no longer distinguish whether the content they watch on their Smart TV comes from broadcast television, pay TV, or Connected TV. Instead, their focus will simply be on accessing the content they want to watch, whenever they want to watch it.

This shift is giving rise to the era of Convergent TV—a model in which brands no longer plan media channels independently, but instead develop integrated audiovisual experiences capable of combining reach, relevance, targeting, attention, and measurement within a single strategy.

Through this expanded partnership, Mediam further strengthens its position as one of the leading enablers of Convergent TV strategies across key Spanish-speaking markets, helping advertisers and agencies build more efficient, relevant, and future-ready audiovisual campaigns.

“This new chapter represents a strategic milestone for Mediam and for our relationship with TelevisaUnivision,” said Alberto Álvarez, CEO of Mediam Group. “Since becoming ViX’s representative in 2024, we have demonstrated strong commercial capabilities, deep regional expertise, and a clear vision for the evolution of the audiovisual ecosystem. Today, we are expanding our portfolio to include TelevisaUnivision’s pay TV advertising sales, strengthening a convergent offering that combines pay TV, Connected TV, content, and innovation for agencies and advertisers. Television is evolving toward a model where value no longer resides in each platform individually, but in the ability to integrate content, audiences, technology, and measurement into a single strategy.”

Antonio Paz, Chief Commercial and Sales Officer at TelevisaUnivision, added: “This new phase allows TelevisaUnivision to bring our ecosystem of channels, content, and advertising solutions closer to more brands across strategic markets, working alongside a partner that has demonstrated regional expertise, commercial strength, and a clear understanding of the evolution of television, streaming, and video advertising.”

This expanded partnership further establishes Mediam as a key commercial partner for agencies and advertisers seeking to unlock the full value of TelevisaUnivision’s audiovisual ecosystem, spanning pay television, streaming, Connected TV, content production, and cross-platform advertising strategies.

Mediam is no longer solely ViX’s regional representative. It has become a strategic partner capable of connecting TelevisaUnivision’s entire audiovisual ecosystem with the current and future needs of advertisers and agencies, driving the industry’s next chapter of convergent media planning.