What: News Corp and RCN owned Spanish-language broadcaster MundoFox is launching MundoFox Videos. The service has already been introduced through a soft launch but will be officially introduced in the next few weeks.
Why it matters: Broadcasters need to reach out to their audiences wherever they are. Online Video technologies enable that.
Oswald Mendez, EVP, Chief Marketing Officer at MundoFox, said that MundoFox is launching MundoFox Videos, a Video on Demand platform housed as a MundoFox digital property. “Users are going to get their content when they want it.” Mendez said during an on-stage interview done by Federico Mejer, Partner CommongroundMGS, at the “Integration is the name of the Game! event organized last week by AHAA and HPRA New York at the News Corp. offices in New York City.
Mendez noted that marketers need to “understand that they need to look for content affinity rather than network affinity”.Several other broadcasters targeting the Hispanic population have introduced online video services. They include Univision’s UVdeos, which has also developed into an online video Ad Network.
We have a startup mentatility and challenge the status quo.
The Curious TV Curator as primary Target
Mendez explained that what he describes as the “Curious TV Curator” is MundoFox’s primary audience target. He described her as a mostly female viewer who has the curiosity to expand beyond the traditional broadcast content.” In that sense Mendez claimed that, for a part of its audience, “Univision has become radio”, saying that Univision may be on many homes, without the consumer really watching it. “We appeal to those who are curious and interested in expanding their horizons,” Mendez noted. “We have a startup mentatility and challenge the status quo,” he concluded.