UNITEL is the most-watched television channel in Bolivia, with nearly 50% market share. Its website — noticias.unitel.bo — is the country's most popular news website in terms of user volume and visits.
In 2021, Rubén Darío Rivero joined the team as the head of digital business during a strategic repositioning phase. At that point, UNITEL had a small digital newsroom.
Today, the Digital Unit is strengthened with different profiles: digital business management, web content editing, journalists, social media, development, data, sales and creativity.
What does UNITEL's new digital strategy consist of?
By strengthening the digital team, professionalizing it, and improving the brand's positioning on Google, UNITEL has consolidated itself as a news channel beyond its television presence.
To achieve this, they followed the recommendations of a professional audit, which led them to change their CMS to enable the entire team to independently manage web content. With the switch to Protecmedia, they not only became self-sufficient but also gained technical support and agility.
They modified their web domain from unitel.tv to unitel.bo, redesigned their website, and created the subdomain noticias.unitel.bo. All of these changes refreshed their image and helped position them not only as a TV channel but also as a news outlet.
The creation of the subdomain noticias.unitel.bo worked well for their Google ranking, so they decided to replicate this strategy with verticals to strengthen SEO and traffic through keywords related to their licenses, such as Masterchef, Disney and more.
They also identified which types of content attract the most traffic. They have detected, for example, that sports content is one of the most visited, which is why ATodoDeporte.bo, a sports news vertical, has been developed to reinforce the positioning of the keywords “sport/football.”
Why did they choose Iter, the CMS by Protecmedia?
Once they defined their strategy, they consulted with various media organizations to evaluate different options before implementing specific actions. This led them to Ecuavisa, which uses Iter, the CMS by Protecmedia. After evaluating its features and compatibility with their strategy, they contacted Protecmedia and set the plan in motion.
“Protecmedia provides the ideal technology, support and training for our team to become self-sufficient in making changes. The new strategy required our team to handle everything independently without the need for technical expertise.” - Rubén Darío Rivero, head of digital business, UNITEL
