Ciurana knew what he was doing in February. While other networks aired repeats opposite the Winter Olympics, Univision’s counterprogramming propelled the network to record-setting ratings, at some points besting ABC and CBS in adults 18-34. The World Cup offered another ratings boost this summer, trending heavily on social media. “I am a big believer in social and engage with our audiences on Facebook, Instagram and Twitter,” says Ciurana, who this summer hit the 2-million-follower mark on Twitter. “For me, it is not about this specific milestone but about the feedback and insights I get by engaging across these platforms and driving discovery and conversations about our content.”
Name one emerging trend in cable we should all have our eyes on.
It’s an interesting question as we have seen the impact of technology (social and digital) in our industry which in my opinion has made us better in reaching and engaging audiences – I would say it is the continuation and acceleration of looking at what at Univision we call “Video Everywhere” – how audiences are consuming content across platforms — and how the industry is coming together to create better experiences across platforms, including to engage with audiences. As we look at engagement, social will continue to be a critical tool for discovery and for us to listen to our audiences. I am a big believer in social and engage with our audiences on Facebook, Instagram and Twitter. In fact, I reached my 2 million follower mark on my Twitter account this summer. For me, it is not about this specific milestone but about the feedback and insights I get by engaging across these platforms and driving discovery and conversations about our content.
What qualities do you look for when making a new hire?
I always look for an innate creativity and curiosity, the ability to listen to our audience and passion for innovation. At Univision, we aim to constantly evolve and innovate to meet our audiences’ and partners’ needs so I always look for team players that are not afraid of change and are at the forefront of not only traditional but also digital and social media.