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Univision is moving into original digital programming with the launch of over-the-top network The Flama.
Aimed at Latinos age 15 to 30, Flama is launching with five original series, including a docu-series about hip hop singer Becky G, a sports mockumentary and a clip show.
Flama general manager Steven Benanav tells THR that the shows are aimed at second and third generation Hispanic millennials but also have wider appeal.
“Becky G, for instance, is Latina and from L.A. but her story and her background is something that’s going to appeal to a much broader audience,” he says. “Seeing her rise to stardom will be really interesting to a large audience.”
Drop the Mic with Beck G will be a 6-part docu-series following the rising star. Super Accurate Soccer History has a six-episode order for its made up soccer stories, Left Unattended with D-stroy is a weekly series featuring comedian D-stroy Melendez, Abuelita’s Review stars an 83-year-old grandmother in a 6-episode review show and The Johnny Sanchez Show will showcase off-the-wall clips.
Flama first launched in December with digital media firm Bedrocket as a YouTube channel that worked with established content creators that Benanav says “reflected the voice of the brand we were creating.” The launch of TheFlama.com is the second step in building out an OTT network.
The website will be the primary platform for Flama’s original programming while the YouTube channel will air video extras and additional content. Benanav says that Flama also plans to partner with digital distributors and create an app that could live on mobile or set-top devices.
He adds: “For Univision it’s about expanding our portfolio to reach an audience that is consuming different types of content on different platforms than we’ve seen in the past.”
Watch the Flama launch video here:
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