At TVUP Streaming Media, we continue to strengthen the leadership of our business units to support the group’s phase of growth and consolidation. In this context, Javier Fernández has been appointed as the new CEO of Tivify, the group’s direct-to-consumer streaming TV platform.

This appointment is part of TVUP’s strategy to grant Tivify greater operational autonomy, accelerate its evolution as an independent business, and consolidate its position as a key player within the television and streaming entertainment ecosystem.

Javier Fernández brings more than twenty years of experience in the strategic definition and management of consumer-facing digital products and services, developed primarily at Vodafone España. Throughout his career, he has led initiatives with a direct impact on revenue growth, operational efficiency, and service adoption, combining strategic vision, a strong customer focus, and proven execution capabilities. His background spans key areas such as connectivity, entertainment, and the Internet of Things (IoT), always within highly competitive environments.

During his time at Vodafone Spain, Javier held senior roles across Content Services, IoT, and Home Connectivity, driving projects that set important milestones in the market. These included the exclusive launch of Netflix in Spain, the development and scaling of the residential IoT business, and the introduction of the first premium Wi-Fi 6 connectivity service in the Spanish market. These initiatives helped expand the customer base, diversify revenue streams, and position Spain as one of the group’s reference markets.

In this new phase, Javier Fernández takes on the leadership of Tivify with a clear focus on growth and product evolution. As he explains, he joins the company “with the excitement of leading a new stage of growth, driving the development of new home services and expanding the company’s value proposition,” confident that, together with the team, Tivify will continue to advance in innovation, customer experience, and new expansion opportunities.

From a group perspective, this move has strong strategic significance. Edwin Elberg, CEO of TVUP Streaming Media group, highlights that as TVUP transitions from a startup to a global player, it is critical to balance operational efficiency with commercial agility. In this context, he emphasizes that Tivify needs to operate with its own autonomy to remain disruptive, while preserving the technological synergies of the group. In his words, Javier has a deep understanding of the product’s DNA and brings the strategic vision required to turn Tivify not only into a profitable standalone business, but also into a powerful engine of innovation for TVUP’s broader B2B platform.

With this appointment, Tivify reinforces its ambition to consolidate its position as a reference streaming TV platform, combining technological innovation, a differentiated user experience, and new growth opportunities within the TVUP ecosystem.

At TVUP, we continue to invest in leadership that aligns product, technology, and business to help shape the future of connected television.