Univision targets La Banda with social TV, cross-platform app


Juan Fernandez Gonzalez

| 15 September 2015

As part of the anticipated premiere of music-based reality show La Banda, Univision Digital has launched the Univision Conecta App to provide fans with an immersive and interactive second-screen, social TV viewing experience.

Fans will also be able to engage with La Banda through a series of activities across Facebook, Instagram, Periscope, Snapchat, Twitter, Vine and YouTube, including cross-platform voting to save their favourite performers, and real-time Q&As with the contestants.

"Kicking off with La Banda, Univision Conecta unlocks the ability for viewers to experience the show for the ultimate reward, to become the 'fourth' judge," said Mark Lopez, EVP & GM of Univision Digital. "91% of Univision's viewers watch live, and with Univision Conecta and through cross-platform social activities, we will engage live viewers including billennials, bilingual millennials, with decisive and insider experiences accessible right at their fingertips."

The Univision Conecta App, presented by Verizon, is built on technology from interactive TV developer Screenz. In addition to social TV integration, the app enables elements of gamification, where viewers can accumulate points by using the app and consuming content.

La Banda, which will search the US and Puerto Rico to put together the ultimate Latino super group, premiered last weekend on Univision. Representing all Hispanic cultures, contestants will compete for their place in La Banda and for a coveted recording contract with Sony Music Latin and Simon Cowell's SYCO Music. Producer and judge Ricky Martin will manage the winning band.