Univision to start its first digital network

referring to them as a “YouTube generation” whose attention spans are shorter.

“They like their information quick and fast, they like it in bits that they can share,” he said. Shorter bits of video, especially in news programming, will be important, he said.

“People like to digest that in 21/ to 3-minute segments,” he said. Not coincidentally, Falco said the network was discussing creating channels with YouTube.

Univision will promote UVideos with an advertising campaign that will run on the network and online, including sites like Facebook, Yahoo and Pandora. The campaign, created by the Blanco Lorenz agency, will be rolled out in three phases, said Jennifer Ball, the senior vice president for distribution marketing.

The first phase will focus on introducing the con- sumer to UVideos, and will include talent from Univision like Don Francisco of Sabado Gigante and the news team of Jorge Ramos and Maria Elena Salinas. The other phases will highlight the social media aspect of the platform and user authentication, the idea that users will have to access the content by signing in through their paid television provider, Ball said.

In conjunction with the debut of UVideos on Monday, Univision will show the premiere of the network’s fourth Web-only telenovela, Te Presento a Valentin. The telenovela is the first digitalonly co-production of Univision and its content partner, Televisa.

Fifteen episodes, each about six minutes, will be available on UVideos starting Monday. A Univision official described the show as a “romantic comedy with a twin-brother twist.”