Analysis: Telemundo or Univision? Who will Unidad Editorial Partner with?

Fox International Channels (FIC) and Unidad Editorial, the Spanish publisher of the El Mundo America website, last week announced that FIC will be the exclusive sales partner for Unidad Editorial’s digital media properties in Latin America. El Mundo America is the most visited general news website by Latin Americans and U.S. Hispanics after Argentina’s with almost 5 million uniques a month. The FIC-Unidad Editorial partnership also includes other Unidad Editorial websites like sports site,,,,,, and

Now all bets are on to see what strategy Unidad Editorial will use for digital sales representation in the U.S. Hispanic market. Jaime del Toro, General Director of Unidad Editorial America, tells Portada that Unidad Editorial is currently negotiating with a big player. “It will be another big media group with important TV channels and possibilities and synergies to work together like Fox International Channels”. So who is it? There aren’t that many U.S. Hispanic players out there with an important TV and digital presence. Actually only two large ones: Univision and Telemundo. A third one, V-Me, may also be an option although its ownership by Unidad Editorial’s Spanish rival Prisa, may not make it a good fit.

When El Mundo America was launched a year ago, Starmedia (now Orange) was named as the exclusive online ad sales representative of El Mundo America in the U.S. Hispanic and Latin American markets. After the FIC – Unidad Editorial exclusive Latin American partnership announcement last week it is clear that the original Orange – Unidad Editorial partnership has loosened. (Orange last week announced that it incorporated Maximum TV into its network of premium sites).

Antonio Fernandez Galiano, CEO of Unidad Editorial, was the keynote speaker at Portada’s Panregional Advertising and Media Summit last June 3rd in Miami.. Galiano explained that after the recent launch of El Mundo America, there are many opportunities in launching Latin American digital and print editions of the Marca sports newspaper. “Sports is a passion that is shared across the Americas”, Galiano noted.

During his Miami visit Fernandez Galiano met Telemundo’s president Don Browne. Was this the prelude to a soon to be announced partnership? We will see….