The Spanish-language broadcasting company TelevisaUnivision has announced its foray into the realm of integrating shopping technology with television content. In collaboration with Shopsense AI, the network is set to launch a retail platform that will be featured during events such as the Latin American Music Awards, which will be broadcast live on Univision, UNIMÁS, Galavision, and ViX.
Hosted by Alejandra Espinoza, the awards show will present viewers with an opportunity to browse through a meticulously curated collection of products related to the celebrities featured in the program. The platform will be unveiled during a special segment at 7 p.m. on Thursday, providing a glimpse into the exciting shopping experience that awaits. Notable figures scheduled to make appearances at this year’s Latin American Music Awards include Marc Anthony, Farruko, Peso Pluma, Carin León, AB Quintanilla, Arcangel, Jennifer Nettles, and Ky-Mani Marley. The event will be co-hosted by Becky G and Thalia, both of whom will also perform.
Donna Speciale, the president of U.S. advertising sales and marketing at TelevisaUnivision, has expressed enthusiasm about the collaboration with Shopsense AI. She believes that this venture will not only enhance the viewing experience for the audience, but also provide an engaging opportunity for them to connect during major moments in music, sports, and more. This integration enables partners to tap into retail media markets, thereby extending the reach of brands and offering multiple touchpoints for consumer engagement.
The concept of “shoppable TV” has been steadily gaining momentum within the television industry, with the idea that viewers may be inclined to make purchases based on the products and items they encounter in the content. This technology has already been piloted by other media companies such as NBCUniversal, AMC Networks, and Paramount Global.
Shopsense AI employs QR codes and dedicated URLs to direct viewers to a show-specific digital store. Four meticulously curated collections will be on offer, including fashion inspired by Espinoza, products that reflect the sounds and colors of the awards program, selections related to regional Mexican and urban music, and the opportunity to emulate the style of a favorite artist at affordable prices.
The integration of shopping technology into TV content represents a significant milestone in the media industry. This development not only enhances the viewing experience, but also provides brands and businesses with new opportunities to engage with consumers in a dynamic and compelling manner. As the landscape of television continues to evolve, the incorporation of interactive shopping elements is poised to become more pervasive, offering viewers a seamless way to interact with the products and brands they encounter on screen.