Guillermo Borensztein: "Spanish speakers remain underrepresented on most global platforms"

TelevisaUnivisión is the world's largest producer of Spanish-language content. With the launch of its VIX platform two years ago, the company has solidified its global position as a leading worldwide producer and distributor. Guillermo Borensztein, SVP of International Content Licensing at TelevisaUnivision, talked with Señal News about the company's international content licensing strategy.

How would you describe TelevisaUnivision's global distribution strategy?
"TelevisaUnivision owns leading broadcast channels in Mexico and the United States (targeted to Spanish speakers), maintains a significant regional pay-TV business, and launched ViX, the company's streaming platform, two years ago. ViX has a unique value proposition, being the only service 100% in Spanish content, focusing on the United States and Latin America. Our content licensing strategy is outlined and redefined within this ecosystem based on three pillars. First, we maintain leadership in the international distribution business with our telenovelas and have a constant production volume under the Televisa brand, a global and iconic reference for the genre. This pillar primarily applies to broadcast television channels in Latin America and extends to the rest of the world for traditional linear clients, now also including other platforms. Second, the +40 original annual productions from ViX complement and enhance Televisa's telenovelas' successful distribution and reach, both with long-standing clients and new partners, and even new business models. Finally, and crucially, we are proud of what we do and represent: the best of our culture and talents. We own our content and define the exploitation cycles within our ecosystem and when approaching distribution strategies with third parties."

What are the most essential business models for reaching global expansion today?
"Third-party content, traditional licensing, primarily with the content we produce for our own ecosystem in Mexico, is the foundation of TelevisaUnivision's international content licensing strategy. Because of the volume, recognition, and global brand positioning, Televisa's telenovelas are essential for ensuring territorial reach and long-term business continuity. The melodrama genre has defined us as key players representing the Latin American culture globally for several decades. In this scenario, two years ago, we added the international distribution of all ViX original content, which complements and strengthens our catalog. In addition to traditional licensing of our catalog and the constant volume of annual premieres, our strategy of pre-sales and co-productions has been vital in this expansion process, which today exports more than 100,000 hours annually."

What is the value of Spanish-speaking productions in the global arena?
"Last year, during the interview with you, we mentioned that Spanish-language content was entering a new globalization phase. Today, we continue to go through this process with plenty of room to grow. The latest data on global platform consumption shows that Spanish-language series, telenovelas, and films are among the most-watched content beyond their countries of origin. That is an unstoppable global trend, a legacy of the historical place Mexican telenovelas hold on linear channels worldwide. Spanish speakers remain underrepresented on most global platforms, including those focused solely on the United States. In this context, TelevisaUnivision has a unique competitive advantage to continue expanding, allowing our content to travel worldwide."

TelevisaUnivison distributes ViX, Televisa, and Univision productions; how does that help to improve the company's global footprint?
"TelevisaUnivision is the leading producer and distributor of Spanish-language content worldwide. Regarding content licensing, we export over 100.000 hours annually with Televisa telenovelas and have programming slots in more than 130 countries. As for ViX content, we have had a presence on channels and platforms in Brazil, the Middle East, Southern Europe, and Eastern Europe. Additionally, we have begun exploring second windows for our originals in Latin America and the United States. Beyond the territorial flexibility when co-producing with different partners (primarily with Spain), we have taken the initiative with other business models at the local and pan-regional levels. By combining our own ecosystem and adding clients on different platforms and regions worldwide, TelevisaUnivision's we can confirm that content holds a unique global leadership and reach position."