Univision Communications’ Randy Falco

For nearly 60 years, the Spanish-language network Univision has been serving the U.S. Hispanic market. As the Hispanic population has grown rapidly, from 6.3 million in 1960 to 58.6 million in 2017, so has Univision. What started as a single broadcast network in the early 1960s is now a multimedia conglomerate, Univision Communications Inc. (UCI). Its holdings include 17 broadcast, cable and digital networks, 120 local TV and radio stations, and a bouquet of digital services, from websites to apps. Falco, who is retiring at the end of this year, talks to World Screen about UCI’s continued commitment to ser­ving the Hispanic community, whether through entertainment, news, sports or education and health outreach programs.

WS: What have been your priorities in making sure Univision Communications is serving the Hispanic community across demographics and platforms?
FALCO: Having spent more than 40 years in this business, I’ve been witnessing the industry transform for a long time, largely accelerated now by the digital revolution. At the same time, a demographic boom has propelled the Hispanic community to over 57 million and into the minority-majority in our nation. Precisely because of these changes, we continue to evolve and grow our Univision portfolio. We serve an audience that is largely bilingual and closely connected to its Hispanic culture and roots, an audience that has a propensity for mobile usage and is a sophisticated consumer of content across platforms. We know that our communities look to Univision to feel proud of their heritage, traditions and cultures; to be supported in their modern and active daily lives; and to be optimistic about their families’ future in this country. Building on this, we are continuously enhancing our multiplatform offerings with unmatched quality of news, sports and entertainment content. We are also creating multiple touchpoints by expanding on our linear and nonlinear platforms, as well as direct-to-consumer efforts, to deliver a branded experience that our communities expect and trust.

We have also taken a stand for cultural diversity and inclusion by launching a groundbreaking campaign, “Se Habla USA,” to celebrate Latino culture and Español in America. The cross-platform, purpose-driven media campaign promotes the importance of Hispanic culture and pride in speaking Spanish and encourages audiences to share why they’re proud of Español and Hispanic culture by using the hashtag #SeHablaUSA.

WS: Tell us about the appointment of Isaac Lee as the chief content officer. What is his remit?
FALCO: Unifying Univision and Televisa’s content strategy under Isaac is a game changer for us. For the first time, Televisa, a globally recognized leading producer of Spanish-language programming, is now developing content for the U.S. Hispanic audience as a primary market. It is a significant strategy shift that best aligns the development pipeline for both companies and is critical for us to be more competitive, not just from a Spanish-language standpoint but also as we compete with English-language content.

WS: What is Univision’s prime-time programming strategy?
FALCO: Today all consumers, including the diverse audiences we serve, have access to a vast array of content options and platforms. That is why we are nimble in how we execute our diversified content strategy and approach it through several lenses. Content needs to span platforms, needs to address distinct attributes of our audience—such as co-viewing, which is key for our community—and needs to reflect their experiences. Our prime-time lineup stems from a multi-source pipeline of content that diversifies our offerings reflecting those lenses, whether they are epic, modern or gritty crime dramas or unscripted content that inspires and resonates with high-quality, character-driven, compelling stories. Increasingly, we are focused on presenting high-quality, cutting-edge series, such as El Chapo, a co-production with Netflix. We are also looking to build franchises like La Piloto, a W Studios production, which returns in 2018.

WS:  What further developments and collaborations do you see between Univision and Televisa?
FALCO: As content creators, we must be able to adapt to changing consumer consumption habits and help audiences feel represented through the storylines, through the characters  and through the experiences. Televisa unequivocally continues to be one of our most important partners and programming suppliers, and with Isaac as head of content for both Univision and Televisa, UCI benefits from a unified strategy and a single, integrated focus on entertainment options that meet the needs of today’s diverse audiences. Isaac and his team are focused on a variety of shorter-run stories that reflect Hispanic America and have strong character-driven narratives. In 2017, we saw early wins with La Doble Vida de Estela Carillo and Vino el Amor, both Televisa productions developed with U.S. Hispanic insights, which positioned Univision as the number one Spanish-language network. In 2018 we are holding the number one position with contemporary dramatic series such as Caer en Tentación and Papá a Toda Madre.

WS: How is UCI serving bilingual Hispanics through linear and nonlinear offerings?
FALCO: UCI is in a privileged position. We can strategically leverage a robust portfolio that includes 17 broadcast, cable and digital networks; 120 local television and radio stations; numerous digital platforms, mobile apps and partner platforms; and high-quality, culturally relevant “must-see” content available virtually anywhere, anytime. Our teams are producing a variety of programs and formats, including social-first content. We recently premiered original shows for YouTube that incorporate content extensions on our linear programs and feature today’s generation’s beloved celebrities and social-media stars from our two-year-old multichannel network, the Univision Creator Network.

In addition to entertainment, our offerings span news and sports, where we consistently deliver more Hispanic consumers than any other platform. With Univision Deportes, we have a comprehensive portfolio of the most-watched soccer in the country. Our news programs regularly attract a higher concentration of millennial viewers, in particular, our Sunday morning public-affairs program with Jorge Ramos, Al Punto. We are also integrating with Facebook Live and other social extensions to serve our loyal viewers.

WS: UCI formed Fusion Media Group (FMG) last year. What motivated the creation of the group and what are your plans for it?
FALCO: The creation of FMG was rooted in strategy and great timing; it just made sense. The authentic voice and convention-breaking perspective of FMG is in line with UCI’s goal to inform, entertain and empower a diverse American mainstream, and the highly loyal, engaged FMG fan base is not unlike the passionate community that Univision serves. FMG’s collection of digital-first brands serves young, diverse influencers with content that reflects their shared values and passion points—[whether they seek] technology, news, cars, culture, gaming, sports or humor. FMG sites operate within their own verticals, but with so many touchpoints, we have the opportunity to strategically leverage a fully integrated portfolio, and we’ll continue to deepen, broaden and sensibly scale these digital communities.

WS: Have U.S. mainstream English-language advertisers understood the importance of reaching the Hispanic community?
FALCO: Many advertisers have come to understand the importance of reaching the Hispanic community, in part because they cannot afford not to. One in four babies born in the U.S. is Hispanic, U.S. Hispanics have 15 more years of effective buying power than non-Hispanic whites, and if they were a country, U.S. Hispanics would have the third fastest-growing GDP in the world. In 2017, UCI [introduced] more than 500 new advertisers to Univision’s platforms by illustrating our brand equity with Hispanics and the value that our content and capabilities bring our partners—including well-known and trusted brands such as Apple, Amazon and Google.

The success of our annual Hispanic marketing forum, Leading the Change, is also proof that advertisers are paying attention. The two-day industry event demonstrates the value and importance of the U.S. Hispanic consumer, with thought leadership panels and discussions on brand success stories from representatives of companies like Coca-Cola, Acura and Walgreens. We will continue to lead the change to make Hispanic marketing an imperative for businesses and ensure that our communities have equal access to brand messages.

WS: Would you give some examples of the innovative ways Univision Communications is working with advertisers?
FALCO: Our brand is highly trusted among U.S. Hispanic consumers, and we offer multiple advertising touchpoints through our TV, cable, digital and radio platforms that deliver highly rated dramas, scripted and unscripted series, music, soccer and award-winning news.

We just completed the first season of a new reality series in collaboration with Carnival Corporation, the world’s largest leisure travel company. La Gran Sorpresa, or “the great surprise,” uses the power of travel to reunite families aboard a cruise ship after long separations.

At the 2017 Latin Grammy Awards, we partnered with Walmart to bring awareness to the need for inclusion, kindness and diversity through a special musical collaboration. It was sparked by the retailer’s ad spot, which featured a reimagined classic rock song performed by leading Latino artists, and culminated in an exclusive performance during the telecast on Univision.

We also extended a successful partnership with Nissan at the Latin Grammy Awards for a third year, featuring a series of performances by Latin Grammy and Grammy Award-winning artist Juanes under the title Nissan Presents: Road to Innovation Tour. The eight-city tour included a 360-degree promotional campaign and featured social-media-influencer elements with Nissan vehicles.

For several series and specials, including Premios Juventud and Mira Quien Baila, we teamed up with M&M’s to launch My Musica VIP, a music platform engaging audiences across Univision Network programming via in-show featurettes and on-set branding, and through a branded gaming app with hundreds of prizes. There were many other touchpoints, including integration with the awards, featuring colorful branded content and a partnership with Univision Creator Network influencers, as well as a VIP sweepstakes with a grand prize of a trip to attend our shows live.

WS: How has Univision’s news division forged a connection with Hispanic communities?
FALCO: Our news division is a trusted source of news and information for the Hispanic community, and as the political narrative continues to evolve, our news product has become increasingly indispensable for our community. In fact, we have been referred to as “a lifeline” for our investigative journalism and our efforts to provide better information to our community. One of our most shared digital features was an explainer on the papers that documented and undocumented immigrants should always have on them, in case of immigration raids or stops.

Our news team has spent decades earning the leading credibility and trust among viewers—delivering more news content across more dayparts and platforms than any other network, regardless of language—with Noticiero Univision ranking as the number one evening news program on broadcast TV among Hispanics for 25 consecutive seasons. Our anchors are a big part of that special connection to our audience: Jorge Ramos is a household name, and our new co-anchor, Ilia Calderón, is already making history as the first Afro-Latina to anchor evening news for a major broadcast network in the United States.

We continue to adapt to serve our communities, and as the news-watching demographic has changed, we have changed with it. In fact, UCI launched Edición Digital, a noon news franchise—one that is unlike anything else on TV—which simultaneously airs live from the newsroom on Facebook and across other UCI digital platforms to engage with the new generation of consumers.

WS: Do Univision and its news division feel an added responsibility toward the community, given the current political climate?
FALCO: Certainly there is an added urgency and a stronger sense of purpose in that now, more than ever, Hispanic America has an increased desire for trusted information on issues that directly impact their lives. That said, we have been persistently and unwaveringly serving Hispanic America for nearly 60 years, and our mission has always been centered on informing and empowering our communities.

We take our responsibility to give a voice to the underrepresented very seriously. UCI, and I personally, will continue to advocate for our community and that will unequivocally include standing up for all immigrants who work and contribute in countless ways to our great nation. Last November we launched our first-ever company-wide advocacy campaign in support of DACA [Deferred Action for Childhood Arrivals]. The campaign enables supporters to have their voices heard and put pressure on Congress to bring forth meaningful immigration reform that takes Dreamers into account.

WS: What is your strategy for sports coverage?
FALCO: At just six years old, Univision Deportes is a viable competitor against established destinations like ESPN, FOX Sports and NBC Sports, and it is the number one Spanish-language sports network in the U.S., delivering three times more soccer viewing opportunities than any other broadcaster.

We continue to invest in the leading soccer leagues, with rights to MLS, U.S. Men’s National Team, Mexican Men’s National Team, UEFA World Cup Qualifiers, Euro Cup Qualifiers, the Gold Cup, Copa MX, CONCACAF Champions League, the Canadian Men’s National Team, Primeira Liga, Eredivisie, the AFL and Liga MX, the most-watched soccer league in the United States, regardless of language.

In 2018, Univision Deportes will also add the UEFA Champions League and UEFA Europa League to its roster of marquee club soccer tournaments. We are in Russia for the 2018 World Cup, and we’ll be the home of the game around the game as audiences look to us as the multiplatform destination of choice for soccer fans in the U.S.

WS: How has Univision Communications been serving the Hispanic community through its education and health outreach programs?
FALCO: Over the last seven years, we have made investments to strategically focus and deepen our social responsibility efforts. Univision Contigo, our award-winning corporate social responsibility and community empowerment platform, focuses on empowering and enabling communities to build strong minds, promote healthy habits and celebrate diversity.

We continue to partner with businesses, organizations and schools that share our goal of increasing diversity and opportunity for our community, whether it is through the launch of our Univision Media Centers in middle schools across the country, which provide access to tools and technology for Latino students to pursue careers in the media industry, or through higher-education partnerships to provide hands-on experience to the future leaders of our industry.

We also launched the Univision Foundation, a nonprofit public charity, to help further expand our focus on corporate social responsibility, philanthropy and social impact activities.

WS: What are Univision Communications’ major opportunities and challenges in the next 12 to 24 months?
FALCO: We will continue to disrupt the marketplace and challenge the traditional boundaries of a media company. We’ll keep innovating and investing in our vast portfolio, which reaches more than 100 million average monthly unduplicated consumers. We’ll keep striking groundbreaking partnerships and developing unique products, like our direct-to-consumer service, Univision NOW. There is a lot of opportunity to continue to expand our digital footprint, and also to help advertisers better engage the U.S. Hispanic consumer as a source of growth. In any event, our authentic and unwavering commitment to the U.S. Hispanic community will remain at the center of everything we do.