Univision is launching an English-language video channel today called TheFlama.com with an eye on Hispanics between ages 15 and 30. Condom maker Trojan is the cross-programming launch partner for the online endeavor, while McDonald's is sponsoring the funny-minded show, Super Accurate Soccer History.
The initiative builds on the youngster-targeted, English-language television channel, Fusion, which Univision debuted last fall in conjunction with Disney. The developments underscore a widely held belief among marketers that Hispanic teens and young adults speak Spanish with their families while addressing their friends in English. At the same time, it is the media company's first online attempt at corralling this particular millennial set, which increasingly consumes video via smartphones and tablets.
"It's about digital, short-form and mobile," explained Steven Benanav, general manager for Flama, a new Univision department. "The programming will [utilize comedic] vernacular used on the Internet."
The Flama kicks off with five original programs in all, though not every one of them is meant to make the kids LOL. For instance, there's a reality-TV-styled show starring hip-hop artist Becky G that goes live on Wednesday. The programs, generally speaking, will last anywhere between two and six minutes and will involve episodes rolling out during the next several weeks.
A trio of Super Accurate Soccer History episodes go live today, while three more will appear on April 21. McDonald's will get 100 percent share of pre-roll for the show on TheFlama.com and via a dedicated YouTube channel. Trojan will get branding throughout the initiative's properties, including custom pre-roll for programs like "Abuelita’s Review" and "The Johnny Sanchez Show."
In addition to YouTube, the shows will be pushed on Vevo, Twitter and Facebook. Bedrocket, a video content house with a "media for the post-cable generation" tagline, helped lead the programming.
Meanwhile, check out the first episode of Super Accurate Soccer History below.