Univision Communications has formed a joint venture with digital media producer Bedrocket Media to launch Flama — the Hispanic broadcaster’s first online network with original content, set to bow this fall first on YouTube.
Whereas most of Univision’s TV programming is in Spanish, Flama will be predominantly English-based to broaden appeal to a general 15-to-34 audience interested in Latin culture. The network will include short-form content and series spanning comedy, music, lifestyle, sports and documentaries.
“While the name of it is Latin and the look of it will be Latin, it will be predominantly aimed at a broad base of millennials,” said Tonia O’Connor, Univision’s president of content distribution and corporate business development. “This is absolutely an area where we need to be participating in and playing.”