By Cynthia Littleton for VARIETY
Univision has unveiled its latest effort to expand its digital footprint, this time with a short-form video channel dubbed Udisea. The channel will serve up Spanish-language videos produced by Univision talent and other Latino stars, with an emphasis on “trends that define life on the Internet today.” The site will also be the home of the digital series “We Need to Talk,” a romantic comedy that launched on Univision.com in October.
Udisea, a play on the Spanish word for odyssey, is part of a major push at Univision to grow its digital reach and appeal to the multicultural millennial audience. Univision News boss Isaac Lee was promoted to the newly created chief digital officer post last month.
“Hispanics and multicultural millennials over-index in the consumption of digital, mobile, and social content, and our research shows that more than half of Univision users are going online to view videos that are different from what they see on TV,” said Lee. “With the launch of Udisea we are providing this vast and digital-avid audience a fresh, new platform they can call their own, where they will enjoy original scripted videos and web series created especially for them.”
Udisea will be advertising-supported and will seek branded content and integration opportunities with marketers.