At its annual Upfront presentation at the Al Hirschfeld Theatre in New York, Univision made sure advertisers got the message that Hispanics’ are influencing America and they, of course, are influencing Hispanics, so they’re the best “engine” to fuel their growth.
That influence was enough to attract Simon Cowell, who appeared onstage to talk about his new reality show “La Banda,” which will search the U.S. and Latin America for “the ultimate Latino boy band,” with the contestants aiming to win a recording contract with Sony Music Latin and Syco Music, the recording label for the world’s biggest selling boyband – One Direction, formed by Cowell.
“La Banda” will debut on the Univision Network in 2015.
Univision executives highlighted the company’s brand power, its portfolio of 16 broadcast, cable and digital networks, television and radio stations across the country and its digital platforms can be a “meaningful return on investment,” and a “return on influence.”
Randy Falco, president and CEO of Univision Communications emphasized they can offer the transmedia solutions that can engage Hispanic consumers.
The execs stressed the importance of social TV, through its multiple digital platforms, such as the newly launched TheFlama.com. Influence with innovation was also part of the pitch, with Univision hyping its new networks El Rey and Fusion, as well as its new digital-first production studio, La Fabrica UCI.
In terms of upcoming programming, lots more novelas and the ninth season of the reality series Nuestra Belleza Latina 9. El Rey announcements included the second season of “From Dusk Till Dawn Series,” “Matador,” “Lucha” and “The Directors Chair.”
The upfront presentation closed with a bang, with a performance by legend Carlos Santana and Juanes.