Univision Wake-Up Show Sold on HSN

'Despierta América' Key to Rollout of Online Retail Platform 'Boutique Univision'
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Univision’s highly successful morning show Despierta América no longer needs to just sell itself to viewers to achieve its ratings and revenue goals.

Sales of Coca-Cola, Apple gadgets and Lancôme beauty products pitched by the show’s on-air personalities may be good enough for the Hispanic media giant.

In an unprecedented multiyear arrangement announced last week, Univision Communications and self-described entertainment and lifestyle retailer HSN have partnered for the launch of “Boutique Univision, una tienda de HSN.” The online retail space is being hailed as the first fully integrated shopping experience for U.S. Hispanics and will include such HSN product categories as beauty, fashion, home and kitchen, electronics and holiday fare.

To give Boutique Univision a boost, comprehensive marketing efforts will appear across HSN and Univision’s television, radio and digital properties. Talent endorsements, product integration, and “other efforts to aid brand awareness as well as incentivize trial offers on feature products” will also serve as promotional devices for the online store.

While some may question the ever-blurring lines between advertising and information on both Hispanic and general-market morning shows and daytime chat programs, sources close to Univision noted the network was careful to only promote Boutique Univision during its entertainment programming slots—keeping it far away from news segments.

Boutique Univision features products from such electronics brands as Hewlett-Packard, Samsung and Apple; women’s lifestyle and beauty brands such as Lancôme, nail product brand OPI, and women’s footwear designer Vince Camuto; Coca- Cola; and celebrity chefs Curtis Stone and Wolfgang Puck.

Specifically, Despierta América will promote Boutique Univision nationally and locally starting in December. It will showcase HSN products on a weekly basis; Univision did not elaborate on its local-level activation plans. In Nov. 14 joint statement, HSN and Univision said that by having talent present the product, viewers will be able to then purchase the items worn or used on the show -- taking product integration to a new level.

“Univision’s position as the nation’s most trusted Spanish-language media and entertainment company creates a tremendous opportunity for HSN to broaden our customer base and develop new emotional connections,” HSN chief marketing and business development officer Bill Brand said in the statement.

Tonia O’Connor, Univision’s president of content distribution and corporate business development, added: “Univision has grown its portfolio of traditional media assets to include digital and innovative platforms such as this one. This venture with HSN speaks to this vision and represents a true partnership that will drive growth to our respective businesses while reaching Hispanic consumers in new and meaningful ways.”

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