Univision Communications Inc. has quietly launched its own Spanish-language Internet portal, with online newscasts and shopping, which should significantly advance efforts to bridge the digital divide among immigrant Latinos.
Univision's Internet venture also signals an end to the Spanish-language television network's controversial blackout on "dot-com" advertising.
The Los Angeles-based network is the fastest-growing broadcaster in the U.S., holding an 83% share of the prime-time audience that watches TV in Spanish and appealing most strongly to less acculturated immigrants.
As portals and Web sites targeting Latinos in Spanish and English cropped up weekly in the last year, Univision kept its viewers in the dark on the cyber revolution with a blanket ban on all advertisements from would-be competitors.
But now that the network has launched its own venture, it is expected to devote plenty of air time to educate consumers on computer use and aggressively promote its own Web site, along with low-priced hardware and software deals with major manufacturers. The publicity will reach millions of immigrants who have been among the country's least connected.
The company has not indicated, however, whether it will drop its ban on competitor's dot-com advertising.
"By focusing on this new target, [Univision] promises to really drive a nail in the coffin of what everyone has been talking about as the digital divide," said Carl Kravetz, CEO of Cruz/Kravetz Ideas, Los Angeles and chairman of the American Assn. of Advertising Agencies' Hispanic committee.
In keeping with a long-standing policy, network officials declined to comment on the launch.
But sources familiar with the venture say Univision will begin heavily promoting its site in Los Angeles as early as next week, advertising on its own network and passing out free discs at retail outlets that include Radio Shack, Macy's and Sears.
Through partnerships with IBM and software manufacturers, Univision.com is also expected to offer a PC and ISP package loaded with the Univision.com home page for $30 a month, as well as around-the-clock Spanish-language assistance through an 800 number.
While Univision will handle all marketing of the package, consumers responding to the deal will be connected directly to IBM sales offices, giving the manufacturer important access to a growing market.
