While Fox, along with its partners Disney and NBC, continues to try to broker content and ad sales deals so that Hulu can get going in the U.K., the network is already making inroads in online video overseas with its Latin American VOD property, Mundo Fox.
Launched roughly a month ago, the site is getting a boost in the volume of long-form, HD quality programming as part of a new deal with newly-profitable white-label video provider Brightcove—but what’s more interesting is how similar in design Mundo Fox (pictured) is to Hulu.
Aside from some slight graphical differences, the two sites have the same clean, simple interface, complete with similar fonts, a registration link on the homepage, and the ability to navigate shows by criteria like channel and popularity. (Most video sites offer some variation on this basic setup, but Mundo Fox has a distinctly Hulu-like appearance).
Pablo Silva, VP of global online publishing at Fox International Channels, said the site has attracted 1.5 million unique visitors and “millions of streams” since its launch—though, when I asked him about the similarities to Hulu, he laid out the many ways that Fox was skewing differently with this new site:
Tameka Kee: At first glance, Mundo Fox seems like a Spanish-language Hulu clone. How deep do the similarities go?
Pablo Silva: They’re both VOD sites, but that’s where the similarities end. Mundo Fox is also not a standalone brand. Quite the opposite, it’s closely connected to our stable of paid TV properties; it leverages our existing output deals, and an increasing number of Fox Latin American Channels own original productions and co-productions (e.g. The Listener, Mental, 9MM and Tiempo Final). Mundo Fox is also managed by the exact same team that runs the TV network, from top management to ad sales, marketing, acquisitions and so on.
Are the CPMs for Mundo Fox comparable to those on Hulu?
On a dollar-to-dollar comparison, U.S. CPMs are still higher when compared to Latam, but Mundo Fox is a premium video destination with a sought-after demographic—which in turn demands a premium CPM.
Are advertisers in Latam as readily adopting video as they are here in the U.S.?
They definitely are, and we’re particularly well-positioned [to capitalize on the interest], with sales forces in markets such as Brazil, Mexico and Argentina, as well as the .Fox Networks online ad network, and close relationships with TV advertisers.
Does Fox foresee partnering with any other content providers (like NBC, for Hulu) to distribute shows in Latam?
What you might begin to see very soon is a ‘syndicatable’ version of the Mundo Fox player on a number of partner websites—but we’re predominately focused on making the best possible experience with the 800+ hours of premium video content we already have.
Will Mundo Fox offer any pay-for/subscription content?
Mundo Fox is 100% ad-funded right now, but we might offer some of our content under the electronic sell-through (EST) model in the fuure.
By Tameka Kee