Univision Launches English-Language Flama For Young Hispanics

Young U.S. Hispanics increasingly prefer to consume some media content in English but within a bicultural framework, and Hispanic media companies are hurrying to supply such services.

This week, Univision Communications announced a partnership with Bedrocket to launch Flama, an over-the-top (OTT) digital video network targeting viewers ages 15-30 with English-language video inspired and influenced by Latin culture, including comedy, music, sports and lifestyle content.
 
The new network, available at TheFlama.com, is set to debut with five new original series, including a reality show centered on 17-year-old hip-hop artist Becky G; “Super Accurate Soccer History,” a “mockumentary” show about soccer; “Left Unattended with D-story,” a weekly show starring music expert D-story; a review series hosted by “Abuelita,” a cantankerous grandmother with strong opinions; and a series of short clips starring comedian Johnny Sanchez.

Flama is launching with Trojan Brand Condoms as a marquee sponsor. Trojan Vice President of Marketing Bruce Weiss stated: “We are very proud to support this innovative series and hope to use it as a vehicle to spark an open and honest dialogue about the importance of using a condom each and every time.”
 
As noted, Flama is just the latest in a series of new media ventures targeting U.S. Hispanic millennials with English-language content. Last year, Univision joined forces with ABC to launch a new cable and satellite TV network, Fusion, that delivers a combination of English-language news, comedy, and sports to American Hispanics ages 16-30.
 
Univision has also invested in El Rey, a new English-language cable TV network created by Comcast and director Robert Rodriguez that launched in December 2013. El Rey features content including reality shows, scripted series, news, comedy, music, animation, movies, documentaries and sports programming.
 
Meanwhile, NUVOtv, an English-language cable TV network targeting bicultural U.S. Hispanics, launched in 2011 with Jennifer Lopez as creative director.
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