Univision Debuts Its First English-Language Video Network for Millennials

Univision is launching an English-language video channel called TheFlama with an eye on Hispanics between ages 15 and 30. Condom maker Trojan is the cross-programming launch partner for the online endeavor, while McDonald's is sponsoring the funny-minded show, Super Accurate Soccer History.

The initiative builds on the youngster-targeted, English-language television channel, Fusion, which Univision debuted last fall in conjunction with Disney. The developments underscore a widely held belief among marketers that Hispanic teens and young adults speak Spanish with their families while addressing their friends in English. At the same time, it is the media company's first online attempt at corralling this particular millennial set, which increasingly consumes video via smartphones and tablets.

"It's about digital, short-form and mobile," explained Steven Benanav, general manager for Flama, a new Univision department. "The programming will [utilize comedic] vernacular used on the Internet."