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Alumni Work Highlight: Hispanic Transmedia Storytelling

SMS Alum and Colombian media consultant Andrés Bayona created a transmedia storytelling proposal, as a Media Management capstone, to support Univision increase its viewer engagement, by developing a concrete strategy based on research, studies and surveys, as well as the principles that he learned during his coursework.

Andrés presented the strategy for an initiative that could generate more income and a further increase in Univision’s profile by presenting a plan to engage younger audiences through transmedia campaigns for telenovelas. This initiative could be incorporated into Univision’s Digital Operations department, New Strategies and Initiatives or a new transmedia storytelling division. The department would be responsible for reaching a younger and more digitally engaged audience in order to strengthen Univision’s leading position in the U.S. among television conglomerates.

Andrés is a journalist, media and communications consultant with professional experience in corporate communications, news media, public relations, communications training and crisis management. He was an anchor, producer and reporter for the News in English division at RCN Television in Colombia, and served as a PR consultant for public and private global companies. He currently develops creative content extensions and franchises around Univision, Fusion Media Group and Televisa’s key programming and brand initiatives on social media platforms.


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