Univision buys Spanish-language streamer VIX to bolster AVOD push

US-based Hispanic broadcaster Univision has acquired Spanish-language streamer Vix, which it will use to supercharge its upcoming AVOD service PrendeTV.

The soon-to-launch ad-supported streaming service from Univision, which was unveiled last month, claims to be the first AVOD to have been created exclusively for the US Hispanic community.

Its launch offering had been set to include 10,000 hours of programming, which will now be trebled to more than 30,000 hours, as Vix shows move onto PrendeTV.

Spanish-language TV and film content, including global TV series, novelas, comedies, classic sports, documentaries, lifestyle and children’s shows, as well as “fan-favourite” programming from the Univision and Televisa libraries, will feature.

Exec addition

Vix was previously known as Batanga Media and has grown quickly recently, following the acquisition of AVOD service Pongalo in 2019. It is available across the US and Latin America via services including Apple TV and  Roku.

Pierluigi Gazzolo

Financial details of the deal were not revealed but Univision said VIX CEO Rafael Urbina would remain with the company following the acquisition. He becomes Univision’s GM & RVP of AVOD, reporting into chief digital officer Sameer Deen.

Pierluigi Gazzolo, the former ViacomCBS exec who recently became president & chief transformation officer at Univision, described the acquisition as “the next key step towards Univision’s goal of building the most comprehensive ad supported streaming offering ever amassed for Latino audiences.”

He added: “Vix’s team, content library and distribution capabilities throughout the Americas immediately positions PrendeTV to lead in free, premium Spanish-language video streaming for US Hispanics and gives our advertising partners a new way to reach audiences at scale through a platform specifically designed for Hispanic consumers.”

Deen added: “Rafael’s expertise in the video streaming industry, deep knowledge of Latino audiences and the entrepreneurial approach he has cultivated at Vix will be tremendous assets.”

Univision has made a series of moves to expand its streaming operations recently under CEO Wade Davis, whose ForgeLight company struck a deal to acquire a majority stake in the broadcaster last year, in partnership with Searchlight Capital Partners and Grupo Televisa.

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