Canadian viewers are gearing up for a new source of telenovelas and noticias as Toronto-based broadcaster Corus prepares to bring the Univision brand North of the border.
Corus announced Tuesday that it is rebranding its TLN en Espanol as Univision Canada in a licensing agreement with Univision Communications, Inc.
The move reflects the growing clout and importance of Canada’s Hispanic community, which estimates peg at anywhere from 600,000 to 1.2 million, depending on the source.
Immigration from Latin American countries to Canada jumped 121 percent between the periods 1996-2000 and 2001-2006.
And advertisers have taken note of the relatively better-off and better-educated profile of Canada’s Latin American immigrants compared to their American counterparts. Around 50 percent of Latin American immigrants to Canada have a university degree.
Corus and Univision already have a longstanding partnership that has seen Univision titles like “Sabado Gigante” and “Primer Impacto” air on Corus’s Telelatino-branded networks.
“With today’s announcement, Univision’s commitment to serving Hispanic audiences in the U.S. expands to Canada, as well,” said Alberto Ciurana, President of Programming and Content for Univision Networks. “We are proud to bring our brand to the Corus Entertainment family of networks and offer even more of our quality programming and further our presence in another dynamic and growing Hispanic market.”
Read More: The Hollywood Reporter, Latin Post
Brief Take: As the most-watched Spanish-language network in the U.S., the Univision brand name strengthens Corus’ hand in the quest for Hispanic Canadian viewers—and the advertisers who want to reach this rapidly growing community.
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