Univision and ABC’s highly-anticipated new network Fusion launched in just over 20 million homes Monday, and marks the latest push in the battle for Latino millennial viewers in a rapidly changing America.

The joint venture digital and cable channel features news, lifestyle and comedy programming aimed at second- and third-generation Hispanic youth who are looking for English language television with a Latin flavor.

Disney and Univision see a huge opportunity to capture a market that is only set to keep growing in the coming years. According to the U.S. Census Bureau, Hispanic youth make up the largest and fastest-growing minority group in U.S. schools.

With 500,000 Hispanics turning 18 every year, and having little to no concrete connection to their family’s home countries, the television landscape is still fairly devoid of a network or brand that speaks directly to them.

And Fusion is only one of several newcomers looking to tap into that audience.

Jennifer Lopez is serving as Chief Creative Officer for Nuvo TV, an entertainment and lifestyle channel that re-lauched in July. Viacom’s MTV Tres and Telemundo’s Mun2 already program a mix of Spanish and English on their airwaves, and Robert Rodriguez’ El Rey network is launching on Dec. 15 with a mix of scripted, acquired, and live action programming.

Read More: The Hollywood Reporter

Brief Take: ABC and Univision’s big investment reflects how high the stakes are with this market that will only continue to grow in importance. The person who gets the Latino Millennial market right first could potentially lock in millions of loyal viewers for a generation.

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