Univision Taps Applicaster For Cross-Screen Experiences, Ups Sponsorship Opportunities

Univision is expanding its mobile content offerings through several new partnerships. On Wednesday, the Hispanic broadcaster announced a partnership with Applicaster to create cross-screen experiences for Univision viewers available on their mobile devices and desktops. Univision is also expanding its distribution of on-demand content to iOS and Android devices through a new partnership with Time Warner Cable.
Univision is using Applicaster’s cross-screen system to create companion experiences for popular programming, which also offer new opportunities for advertisers through sponsorships woven into the plot. By combining the Applicaster features with its own UVideos network, Univision is able to offer audiences interaction with their favorite telenovela characters, including personal messages with photos, video clips, plot tips and commercial offers in the context of the shows.
Applicaster CEO Jonathan Laor explained: “Broadcasters continuously seek new ways to cater to the growing sophisticated video consumers and second-screen audience. However, this should not come at the expense of main screen advertising revenues, but rather magnify it; adding social, interactive, and commercial layers to the TV experience creates a new synergy broadcasters want to leverage.”
Also this week, Time Warner Cable and Bright House Networks are giving Univision viewers free next-day, on-demand access to Univision content from UVideos on iOS and Android devices. The new on-demand offering includes telenovelas, news, sports and specials, as well as Televisa programming; viewers can choose to watch in Spanish or subtitled in English.
Earlier this week, Univision said it was expanding its partnership with Penske’s Variety Media with the launch a new Spanish-language entertainment news brand, “Variety Latino – Powered by Univision.” The new brand, anchored by the VarietyLatino.com Web site, will have additional distribution across Univision's various digital channels, television networks and local stations. Variety and Univision are already collaborating on a new short-form entertainment video feature for Univision’s “Primer Impacto” (First Impact) called “Variety en Primer Impacto.”

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