Univision is working on expanding its reach. In their new expansion plan, the network will grow from programming on three channels to 12 channels in order to target a wider range of viewers, according to The Hollywood Reporter.
Network president Cesar Conde said, “We evolved to a point now where when people look at ratings for ABC, CBS, NBC and FOX, they also have to think about Univision.”
The Spanish-language network reported last week that it was the third highest ranked U.S. network in the primetime ranking demographic of 18-34 year-olds, which makes Univision a higher performing network than NBC or CBS in that demo. Univision has come out on top as the number one rated network on Friday nights among adults 18-34.
In Univision’s plan, they also intend to provide some programming in English with other captioned programming in order to create a broader reach to the English-speaking U.S. market.
With the election heating up, Conde is planning on expanding news broadcasts with anchors Jorge Ramos and Maria Elena Salinas, and will also broadcast an election special with candidates Mitt Romney and Newt Gingrich leading up to the Florida primary. Conde said that politicians are now seeing the strength in the Latin audience, which allows Univision to make a push to meet a need from both the politicians and Latino voters.
Univision is on trend and ahead of the trends in broadcasting in more ways than one. The network’s base audience is much younger than that of the big four U.S. networks, which means that their audience will grow with Univision as it continues to give the other networks a run for their advertising dollars.
Conde says he isn’t worried about competition from new Hispanic start-up networks from FOX and Columbia. “Competition is good for everyone,” he said. “It helps all of us. It’s another voice in the market talking about the growth and opportunity available. What’s the phrase? The high tide raises all boats.”