What: Univision has debuted  TheFlama.com, an English-language video channel aimed for Hispanics between ages 15 and 30.
Why it matters:This is Univision’s first online attempt to reach this particular millennial set, which increasingly consumes video via smartphones and tablets.Trojan and McDonald’s will be its main sponsor.

BlM7O7gCYAAcvA_Univision has launched TheFlama.com, an English-language video channel with an eye on Hispanics between ages 15 and 30, Ad Week reported. The Condom brand, Trojan, is the cross-programming launch partner and McDonald’s is sponsoring the¨Super Accurate Soccer History¨ show.

The new channel is kicking off with five original programs in all, among which there’s a reality-TV-styled show starring hip-hop artist Becky G that goes live on Wednesday. The programs are expected to last between two and six minutes and will involve episodes rolling out during the next several weeks.

A trio of Super Accurate Soccer History episodes have already gone live while three more will appear on April 21. Trojan will get branding throughout the initiative’s properties, including custom pre-roll for programs like “Abuelita’s Review” and “The Johnny Sanchez Show.” McDonald’s is getting 100 percent share of pre-roll for the show on TheFlama.com and via an exclusive YouTube channel. The shows will also be shown on Vevo, Twitter and Facebook. Bedrocket, a video content house with a “media for the post-cable generation” tagline, helped leading the programming.

The initiative is mainly based on the English-language television channel, Fusion, which Univision premiered last fall along with Disney. This constitutes Univision’s first online attempt to reach this particular millennial set, which increasingly consumes video via smartphones and tablets.

“It’s about digital, short-form and mobile. The programming will [utilize comedic] vernacular used on the Internet,” explained Steven Benanav, general manager for Flama, a new Univision department.

Check out  ¨How To Date a Latina¨ video below:

What? Univision and Bedrocket founded a new digital network called Flama.
Why it matters? Univision is one of the largest content producer for Hispanics. Whit Flama, Univision is trying to reach an audience between 15 and 30 years old, interested in the Latin culture.

Univision Network President César Conde
Univision Network President César Conde

Univision Communications announced today it has partnered with Bedrocket, a digital programming and innovation company, to form Flama.

Flama is a digital destination for video content created for 15 – 30 year olds who are drawn to Latin culture that is influencing today’s younger generation. Flama will be predominantly English-based and provide premium, original and curated comedy, music, lifestyle and sports programming exclusively created for digital platforms.

Univision and Bedrocket are co-investors and creative partners for the digital network, which will release a preview destination this fall on YouTube and launch the official Flama destination in early 2014.

“Today’s younger generation is transformative and voraciously consumes and creates content. They are trendsetters, who are expanding the boundaries of media and American culture,” said Tonia O’Connor, president of Content Distribution and Corporate Business Development, Univision Communications, Inc.

“The great new media brands are no longer transmitted one way by satellite; they are now built-in partnerships with passionate communities who are both audience and creator,” said Brian Bedol, Bedrocket founder and CEO. “We are excited to partner with Univision to launch Flama, a new kind of programming service for young audiences that will deliver great entertainment content with a fresh user experience.”

Programming on Flama will include both established and emerging stars in scripted and docu-series formats. The new network will empower the next generation of content creators to develop and produce new and compelling shows for an audience seeking Latin-infused video content. Flama programming will live across other Univision platforms and through major video distribution partners, including Vevo, to reach audiences worldwide. Flama was first announced during Univision’s Newfront presentation in May 2013. Flama is part of the Flama Media Network, LLC.