Early today, at the M16 Conference in San Francisco as reported by adweek.com, Univision (Mexican Owned TV Station) and CBS announced a partnership in bringing video game content to Spanish speaking Latinos/Hispanics who live in the US.  Univision is the market leader in Spanish language television programming, and are now expanding their web presence with the partnership. Univision's current video juego portal is sponsored by cnet.

This is not the first time Univision has jumped into the video game foray, I posted a few months back, a promotional partnership with Ubisoft in the marketing of Assassin's Creed 2.  But Univision's teaming up with Gamespot expands the market because their target will be Spanish reading and speaking Hispanics who go to Univision.com for their entertainment needs. 

Univision produced, from a nationwide survey, interesting sticking points in their announcement; Hispanic gamers are more likely to purchase games in the next 30 days, less likely to consider price to be a factor, and to be gaming novices when compared to non-Hispanic gamers.

But they are not  going to be first Spanish speaking portal in the US, as boasted by Univision's President of Interactive Media Kevin Conroy.  MSN Latino and Levelup.com have been in the Hispanic video game reporting scene for some time now. MSN Latino is partnered with Telemundo, a competitor of Univision.
 

There are two keys to Univision's success.  First, the content found on Univision.com should be produce by a Hispanic editorial team, as to appeal to Hispanic cultural sensibilities.  English produced content that is quickly and loosely translated to Spanish will crutch the goal that Univision and Gamespot are trying to score.  And please note, words like compelling and visceral do not translate well into Spanish.

Second, do not lose sight of your audience. If Hispanic gamers consider themselves "novices" do not bury them with uber-hardcore content that the video game media is currently saturated with. With a Hispanic editorial team, covering broad gaming subjects, the sighted issue can be avoided.
 

What do non-Hispanic gamers think of the announcement? Will you read Univision's media coverage of video juegos if they score an exclusive announcement? To the Hispanics, will you consider Univision's coverage over popular websites such as Bitmob, 1up, or IGN?