Spanish-language media giant Univision Interactive Media Inc. has launched 72 new online and mobile television and radio sites in 20 top Hispanic markets nationwide.

This is part of Univision?s ongoing effort to drive growth on the local level, as well as enhance user experiences and maximize engagement and traffic across all its digital platforms, with a focus on mobile.

?Univision Interactive Media, the digital division of Univision Communications, aims to create multiple resources for increasing viewer interactivity with the shows and increasing awareness for Univision shows while generating new revenue streams,? said Kevin Conroy, president of Univision Interactive Media, New York.

?Our partnerships allow us to do just that,? he said. ?With MMS, we successfully introduced mobile premium interactivity around Univision shows in new ways, enabling viewers to vote on show-related questions via text messaging and enhancing their overall mobile experience.?

UIM?s mobile arm, Univision Móvil, serves the ever-growing U.S. Hispanic mobile segment with an array of mobile video offerings.

Mobile sites, apps
In addition to its new mobile Web sites, Univision also has a selection of mobile applications.
 
?We continue to offer new products to serve our ever-evolving audience, such as our one-of-a-kind video and soccer apps for top mobile platforms?iPhone, iPad Blackberry, Nokia and Android,? Mr. Conroy said.

?Our aim is to effectively extend our network and brand reach, while targeting U.S. Hispanics with turnkey and reliable mobile solutions,? he said. ?Our goal is to reach all U.S. Hispanics, with a focus on the 18-49 demographic.

?These new sites are an integral step in providing our users with a comprehensive and fully engaging local interactive experience that further strengthens our connection with Hispanics at the community level.?

Mr. Conroy said that these enhancements are designed to grow Univision?s audience and engagement, while allowing the company to better serve its advertisers and partners with expanded features and a stronger platform through which to reach its audience.
 
Local Web site enhancements consist of relevant and interactive content including more video and photo offerings with improved functionality, social media integration and easier navigation.

Each site will have an upgraded publishing tool that simplifies the development and delivery of content across all of Univision Interactive Media?s local sites.

Branding of local stations will also be more prominent on each site, including unique station URLs.

New online and mobile sites have already launched for Miami-based WLTV Univision 23 at http://www.univision23.com, Univision 24 Los Angeles at http://www.univision34.com, Univision 41 Nueva York at http://www.univisionnuevayork.com and the Mix 98 WRTO 98.3FM at http://www.mix983.com.

Here are two screen grabs:

In addition, new sites in the following markets will roll out through the end of the year: Chicago, Houston, Dallas, San Antonio and San Francisco; Austin and Phoenix; Fresno; San Diego and Sacramento; Puerto Rico, Atlanta and Philadelphia; El Paso and McAllen; and Las Vegas and Albuquerque.

Each site will feature local advertising.

SMS powered by MMS
Univision?s other mobile initiatives are powered by mobile service provider Mobile Messaging Solutions Inc., including on-air SMS calls-to-action asking TV viewers to text in to participate in trivia games and get mobile alerts.

With these new mobile sites, Univision has three mobile bases covered?the mobile Web, applications and SMS.

?Univision is engaging its audience by getting them excited to text in, encouraging them to stay on board with the shows,? said Kai Buehler, CEO of MMS, Santa Monica, CA. ?They?ve expanded the SMS initiatives to all of their shows, and they?re looking to make them even more interactive.

?It?s an exciting market to be in, and from the mobile marketing side the 50 million-plus Hispanics in the U.S. are underserved still,? he said. ?And SMS is not just about consumer engagement, it?s a revenue generator for Univision.

?Univision has a few objectives, including viewer engagement, interactivity, feedback, generating other revenues around the shows and an opt-in mechanisms to a mobile club for alerts to inspire increasing loyalty around the TV shows and overall brand.?

Final Take
Dan Butcher, associate editor, Mobile Marketer