Univision Interactive Media Inc. plans to extend its reach with the ?Novelas y Series? mobile video series, which will be accessible via a WAP site and an application.

Viewers can watch the programming straight from their handsets. The initiative will also give consumers the latest novella news, celebrity gossip and behind-the-scenes footage right to their mobile phones.

?Univision continually strives to provide the best experience, content and information relevant to Hispanics, regardless of platform or device,? said Kevin Conroy, president of Univision Interactive Media Inc., New York. ?As such, all of our programming launches are all-inclusive, reaching today?s user wherever and however they consume content. 

?The Novelas y Series channel is a prime example of this, including online and mobile sites, a comprehensive community hub that will include robust user-generated content, as well as premier video content,? he said. 

Consumers can also view the new video series at http://www.video.univision.com.

The launch follows the Web site?s originally produced webnovela, ?Vidas Cruzadas? (Crossed Lives).

The company decided to focus on a mobile audience and bring viewers novela programming from content producers around the world.

Users can view the videos on the Univision Video application which will soon be available on all top smartphone platforms.

Additonally, the "Novelas y Series" mobile site can be accessed via any Web-enabled mobile device. 
 
The "Novelas y Series" site will have mobile advertising opportunities for brands trying to reach Hispanic consumers.

The network feels that mobile Web site advertising is an effective way to reach its users and generate an immediate response. Sponsorships of the video content will also be available via the Univision Video application.

Univision?s new channel will include third-party content from Azecta America, RCN Television and Dori Media Group. It will also feature original programming from Univision Interactive Media, as well as programs from the network?s top shows and special events.

?We are proud to have a very loyal user base that recognizes the value of our on-the-go offerings and has shown high levels of mobile engagement and participation,? Mr. Conroy said.

According to the network, ?Vidas Cruzadas? generated more than 2.5 million U.S. video streams and is one of the Web site?s top two most watched online shows to date.

Univision had a live streaming of the Paz Sin Fronteras concert last year, which it claims is now its largest live streaming event.

?Univision Communications is the most powerful brand in Spanish-language media and we recognize that Hispanics are on the move now more than ever,? Mr. Conroy said. ?As such, we continually strive to provide the best experience, content and information relevant to Hispanics, regardless of platform or device.

?The launch of the online and mobile "Novelas y Series" channel allows our viewers the ability to access information whenever, wherever and however they can,? he said.

?These types of interactive initiatives strengthen our position not only with consumers, but also with advertisers, publishers and Web developers.?