Thursday, March 12, 2009

Hispanic Targeted Online Video

Ad Age reported today that, the Fox-NBC joint online video venture, is now the second most trafficked video site - trailing YouTube.

Given Hispanics' propensity to watch videos online, I wondered, where does Telemundo fit into all of this? Telemundo afterall, is NBC-Universal's Spanish-language flagship network. It's suppose to be their crowning, visionary achievement in understanding the opportunity that Hispanics pose to the marketing world. But Telemundo's content is no where to be found on Hulu.

Telemundo owns its content, unlike most of the programming airing on it's gorilla sized competitor, Univision. That includes the right to distribute it on digital platforms.

Yet, Telemundo has struggled in the online space. It recently divorced its distribution partner, Yahoo!, partially dissolving a strong Spanish-language portal that attracted over 1.6MM unique visitors in January 2008, according to Comscore. In January 2009, a Telemundo-less Yahoo! en EspaƱol attracted 1.3MM unique visitors, a 19% drop.

But a stand-alone audience is a shell of its former self. In January, the struggling new site attracted just 133,000 unique visitors despite a televised media blitz on Telemundo network and on MSN Latino - their new online distribution partner.

It remains to be seen whether or not will be able to regain even a fraction of the audience it once enjoyed through its partnership with Yahoo!. But it begs the question - why not tap into instead of going at it alone?

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