Univision Creates Distribution Partnership Marketing Group

Univision Communications Inc. has established a new unit to help distributors leverage the burgeoning Hispanic consumer base to help drive subscriber growth.

The U.S. Spanish-language media leader's Distribution Partnership Marketing Group will team with providers to strategically integrate their product or service with Univision's industry leading assets to effectively connect with Hispanics.

Headed by Jennifer Ball, senior vice president of distribution marketing, the team will tap Univision's 50-year relationship with U.S. Hispanic, its top media assets and some of the most popular Hispanic personalities. The team aims to work with distribution partners to offer fully-integrated, customized marketing campaigns and provide invaluable insights about Hispanic consumer trends, motivations for pay TV purchase considerations and media consumption behaviors.

"Following the Census results which demonstrate that Hispanics are fueling growth across the nation, the entire industry is quickly moving to define and enhance strategies for capturing this consumer segment, said Tonia O'Connor, president, distribution sales and marketing, Univision Communications, in announcing the formation of the unit. "Univision launched the Distribution Partnership Marketing Group to help distributors better unlock the Hispanic opportunity to deliver revenue growth."

Noted Ball: "Over the past three years,100 percent of the growth in TV households came from Hispanics and Hispanic TV households are projected to grow by another 34 percent by the end of the decade. Recognizing that many of our distribution partners don't have the internal resources to deliver on the Hispanic growth opportunity, we have organized Univision's Distribution Partnership Marketing Group to better serve our clients as marketing partners. We are shifting the ‘taggable' paradigm from the traditional distribution marketing discipline, by assembling a unique team in the industry to deliver customized solutions based on the needs and goals of our partners."