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Speaker 1: Welcome to another episode of Strictly Business, a podcast from

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Speaker 1: Variety where we talk with some of the brightest minds

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Speaker 1: working in media today. I'm co editor in chief Andrew Wallenstein.

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Speaker 1: It's been less than a year since a new CEO

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Speaker 1: came in to run US Spanish language media powerhouse Univision,

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Speaker 1: but there's been plenty of changes in that time, in

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Speaker 1: large part thanks to my next guest, Jessica Rodriguez, is

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Speaker 1: CMO of Univision Communications and CEO and President of Univision Networks.

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Speaker 1: Thanks for coming in, Jessica to give us an update

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Speaker 1: on where Univision is at. You yourself were promoted back

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Speaker 1: in January to oversee all programming, production and marketing for

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Speaker 1: the broadcast and cable networks. How would you describe the

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Speaker 1: changes Univision has undergone in that time and what's the

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Speaker 1: new mandate. Well, first of thank you for having me here.

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Speaker 1: I'm thrilled to here talking about Univision, this beloved brand

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Speaker 1: for Hispanics. Um So, you know, the last year has

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Speaker 1: been transformational. As an employee who has been at the

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Speaker 1: company for almost twenty years, I can tell you it's

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Speaker 1: been exciting. It really is a new day at Univision, UM,

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Speaker 1: and you can see it based on the results that

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Speaker 1: we've obtained over the last couple of quarters. Walk us

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Speaker 1: through some of those results. What are we seeing well,

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Speaker 1: you know, first and foremost, it's really refreshing, UM to

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Speaker 1: have a CEO who I would almost say that in

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Speaker 1: the first thirty days UM of his tenure as CEO said,

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Speaker 1: you know, I want to make sure that we are

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Speaker 1: hyper focused on what we do best as a company.

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Speaker 1: And what we do best is our mission, which is

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Speaker 1: very clear, Um. And what I'll tell you, Andrew, what

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Speaker 1: I love so much about Univision is that if you

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Speaker 1: ask any employee, whether they're at the highest sum or

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Speaker 1: the lowest levels of the organization, everybody knows the mission

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Speaker 1: of the company, which is to empower, entertain, and inform

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Speaker 1: Hispanic America, and specifically what that means in the day

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Speaker 1: to day it's, you know, how do you give a

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Speaker 1: platform in a voice for Hispanics? How do you make

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Speaker 1: sure that Hispanics are heard, that we're seeing, that we're understood,

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Speaker 1: that we're respected, And that's our north star. And so

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Speaker 1: it's been really refreshing to come back to that north

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Speaker 1: star and have and say, Um, everything that we're gonna

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Speaker 1: do is to service that, right, and so in a nutshell,

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Speaker 1: it's been investment in the court business period. Uh, it's

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Speaker 1: been an investment in sports, uh and in soccer. On

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Speaker 1: the news side, not only is it expansion of our

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Speaker 1: network news and what we do both on the linear

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Speaker 1: level but on digital as well, but at the local

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Speaker 1: level as well. You know, just in the last month

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Speaker 1: we've expanded UM all of Texas markets now have a

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Speaker 1: morning news product. UM investment in our early morning that

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Speaker 1: the madic Up new show that's been on the air

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Speaker 1: twenty years. It's our version of the Today Show. Uh.

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Speaker 1: So you know that investment that we've seen in sports

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Speaker 1: and news have come just in the last year. When

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Speaker 1: I think about the entertainment side, which is what the

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Speaker 1: business that I'm overseeing, when you see that there is

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Speaker 1: an investment in terms of a working with our partners

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Speaker 1: more closely than ever. And what I mean by partners

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Speaker 1: is how we work to tell the weasel out of Mexico.

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Speaker 1: That's that's a big component to UM acquisitions, right, and

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Speaker 1: and how do we how do we take the very

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Speaker 1: best of what we're receiving from our partners, but how

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Speaker 1: do we also go into the marketplace, um and get

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Speaker 1: those things that aren't readily available. Right. So we've had

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Speaker 1: an investment not just in our movie catalogs, but in

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Speaker 1: our tradition novellas which are taking you know, the world

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Speaker 1: by storm for example, and some other formats that we've

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Speaker 1: used right, um and tapped into. And then third is

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Speaker 1: how do we invest in our people and in our

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Speaker 1: own ways, and how do we continue to tell the

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Speaker 1: stories that matter to us hispanics? Right? And so there's

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Speaker 1: been an investment in a lot of our reality show

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Speaker 1: and competition shows and and unscripted formats that we're really

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Speaker 1: excited about. Um. Also our investment in Temples, right. And

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Speaker 1: so if one of the things that we know that

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Speaker 1: as a company, UM more than ever when you talk

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Speaker 1: about like what how do you serve this audience, it's

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Speaker 1: with live programming, right, like news, sports, and entertainment. Well,

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Speaker 1: in that entertainment spaces, it's the biggest tentacles, right. So

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Speaker 1: it's the Latin Grammys, it's our putting you don't know Field,

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Speaker 1: which is our People's Choice Awards, right, It's our the

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Speaker 1: Ward show in the summer. Um. All of these things

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Speaker 1: and all of these temples and all of these brands

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Speaker 1: that I've mentioned, um, and all of these verticals are

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Speaker 1: ones that over the last two months we've really just

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Speaker 1: um been hyper focused in terms of expanding, building and

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Speaker 1: giving our audience more of what they deserve. So that's

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Speaker 1: a lot of change, I'm sure is when the new

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Speaker 1: CEO of Vincent Zandusky came in, was there any one thing,

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Speaker 1: one priority where he said, Okay, this is where you

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Speaker 1: need to focus first. So the first key priority was

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Speaker 1: how do we make sure that on the entertainment side, Um,

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Speaker 1: how are we uh winning in every single time slot?

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Speaker 1: How are we building our share? How are we growing

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Speaker 1: our audiences to serve Latinos across the spectrum? And what

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Speaker 1: I mean by that is whether you're a first generation

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Speaker 1: Latino or a fourth generation Latino, whether you're a Spanish

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Speaker 1: dominant Latino or an English dominant Latino, Um, how are

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Speaker 1: we serving you right? Um? In that continuum of a day. Right,

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Speaker 1: we know that our audience isn't gonna be watching us

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Speaker 1: twenty four hours a day, seven days a week, um,

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Speaker 1: but then they're going to come in and out of

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Speaker 1: our programming. So for us, the mandate was, how do

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Speaker 1: we really stay laser focused in meeting the needs of

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Speaker 1: our Latino population, right, whether it's through lovelas, whether it's

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Speaker 1: through competition shows, whether it's through our tempoles and etcetera, etcetera. Well,

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Speaker 1: the amazing thing for those actually we're sort of ignorant

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Speaker 1: of Spanish language media. I don't think people understand how

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Speaker 1: big an audience it is that you guys are speaking

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Speaker 1: to an audience that's just as big in some cases

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Speaker 1: and some demos even bigger than what the broadcast networks

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Speaker 1: in the US are doing. How are you able though,

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Speaker 1: to sort of be all things to all people because

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Speaker 1: you describe a tremendous amount of diversity within the Hispanic

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Speaker 1: audience in terms of language and sensibility. Yeah. So obviously

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Speaker 1: one of the main things that we do, uh, and

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Speaker 1: we take pride on is being thought leaders, right and

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Speaker 1: so um, we spend quite a bit of time on

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Speaker 1: research on insights kind of really understanding, um, the Hispanic population.

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Speaker 1: We're very grateful and we're very honored, um, you know,

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Speaker 1: and that's that's one of the other things that you know,

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Speaker 1: we've really uh focused on in this last year of

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Speaker 1: just understanding that it's an honor and a privilege to

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Speaker 1: sort of the Hispanic population first and foremost, right, and

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Speaker 1: we've been doing that for the better part of fifty years,

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Speaker 1: and so I think first and foremost there has to

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Speaker 1: be a humility around the fact that, UH, our audience

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Speaker 1: is apoll Um. Our journey in this country has ads

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Speaker 1: and flows and it changes, right, and so the humility

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Speaker 1: of knowing that not every journey is the same. That again,

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Speaker 1: the journey of someone who is UM an immigrant first

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Speaker 1: generation as opposed to someone who's been here for two

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Speaker 1: or three generations is very different. That also, UM, the

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Speaker 1: Latino from Los Angeles is nuanced when you compare that

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Speaker 1: to maybe the Latino in Texas or we have o Miami.

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Speaker 1: So it's a little bit UM kind of understanding that

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Speaker 1: there there is there is those differences right now. What

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Speaker 1: I tell you, UM, and what's been really interesting for

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Speaker 1: us is that we've done some research, and in that

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Speaker 1: research we've uncovered that despite all the differences amongst Latinos UH,

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Speaker 1: and that we're not monolithic. UM. There are four things

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Speaker 1: that we know that Hispanics gravity too in terms of

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Speaker 1: what their core values are. And those four are One

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Speaker 1: is a sense of collectivism. What I mean by that

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Speaker 1: is that as a population we do everything together. Doing

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Speaker 1: things together is better. And so whereas I think that

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Speaker 1: the traditional American culture was about individualism, um, for us

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Speaker 1: is Latinos, collectivism is at the core. And so what

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Speaker 1: that means is that that ends up being like a

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Speaker 1: filter for the decisions that we made from a programming

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Speaker 1: perspective or a marketing perspective. Right, how do we signal

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Speaker 1: to our audience is what we want to do? Right?

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Speaker 1: And so we've looked for stories where um, it's the

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Speaker 1: power of the pack, right, it's working together to accomplish

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Speaker 1: something right. And so that's that's one of the main pillars. Um.

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Speaker 1: The second pillar for Latinos is progress oriented. Right. We're

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Speaker 1: a culture that we're always looking to not just what

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Speaker 1: we achieve, but what's next, Right, what's the next hurdle

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Speaker 1: to accomplish? Good Enough isn't good enough? Right? Um? That

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Speaker 1: we want to progress as we reach out and search

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Speaker 1: out our version of the American dream. Um. The third

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Speaker 1: pillar is um a sense of cultural pride. And that's

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Speaker 1: where things like sports and music and food come into

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Speaker 1: play because those are cultural unifiers. Right. So again, where

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Speaker 1: are the moments in time that you're serving that audience

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Speaker 1: and making them really feel proud of the culture that

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Speaker 1: they're coming from. And then the fourth pillar is UM.

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Speaker 1: This this this tension. That's the best way I can

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Speaker 1: say this tension between the older the new. I speak

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Speaker 1: about it personally from the sense that you know, I'm

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Speaker 1: our first generation of Latina in this country, so you

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Speaker 1: very much hang on to the values of your parents

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Speaker 1: and of the whole country, but you also want to

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Speaker 1: feel that you're part of the American culture. So it's

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Speaker 1: this duality that exists. So when you take those four

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Speaker 1: things right, you take cultural pride, you take the duality,

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Speaker 1: the push of the older, the new, progress oriented and collectivism. UM.

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Speaker 1: You bring those four pillars and that's your filter for

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Speaker 1: what you program and how you deliver to the audience

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Speaker 1: is the very best. And so that transcends whether you're

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Speaker 1: Spanish dominant, English dominant, whether your first generation or third generation.

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Speaker 1: And so that's how we program, and that's how we

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Speaker 1: think about UM, you know, how we continue to be

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Speaker 1: top of mind and top of part for letting us

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Speaker 1: in this country. So can you give a specific example

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Speaker 1: of how, say something like collectivism or that tension you

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Speaker 1: describe manifests in something new in the programming. Yeah, absolutely so, UM,

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Speaker 1: A couple of things. So in terms of tension between

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Speaker 1: the old and the new, perfect example would be our

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Speaker 1: Sunday night, UM Family Franchises, Right, so we actually call

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Speaker 1: our Sunday Nights, which you know, as as you know, uh, uh,

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Speaker 1: Sunday Nights is the toughest night on television, right, Everyone

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Speaker 1: pulls out their best shows on Sunday Nights. And Uh,

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Speaker 1: we've really created a a special night for our audiences

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Speaker 1: and it's called Bomingos and Familia Sundays in the Family,

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Speaker 1: And we take pride for the fact that, UM, during

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Speaker 1: these Sunday nights we bring together the family. We know

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Speaker 1: that there is again a collectivism in terms of how

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Speaker 1: audiences gather around and watch television. We also know that,

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Speaker 1: particularly in the Hispanic community, UM, you will have multiple

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Speaker 1: generations uh watching right. Obviously, as they're watching on the

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Speaker 1: linear set, they also have their smartphone, they also have

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Speaker 1: their iPad, right, they're engaging their tweeting, they're talking about, UM,

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Speaker 1: what's happening. So what we've done is that we have

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Speaker 1: fifty two weeks of original we reality competition and shows

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Speaker 1: that are family friendly. UM that we're delivery to our

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Speaker 1: audience this past fourth quarter, and we had a tremendous

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Speaker 1: fourth quarter on our air. UM. We launched a show

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Speaker 1: called Latina or Our Our Beauty, Our Our Latin Beauty.

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Speaker 1: And over the years, UM, we've seen a transformation in

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Speaker 1: terms of what that reality show was. Whereas in the

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Speaker 1: first couple of years it was much more similar to

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Speaker 1: In America's Next Top Model, UM, it was really leaning

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Speaker 1: into the beauty aspects, right, which we know are very

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Speaker 1: important in the Hispanic community. But over the last few years, UM,

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Speaker 1: we took a fresh look at that show and we said, Okay,

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Speaker 1: how how does this show, how does the show about?

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Speaker 1: How does the show that was going into its eleventh year,

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Speaker 1: which when we actually went out and did research on

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Speaker 1: you know what were the shows with the biggest brand

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Speaker 1: equity that was at the top of the chart. How

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Speaker 1: do we how do we make it more UM inclusive

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Speaker 1: and reflective of the day and age that we're living in, right,

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Speaker 1: And so what we did was that we really focused

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Speaker 1: the show on us looking for the next big communication

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Speaker 1: star at Univision, and we also broke a little bit

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Speaker 1: the rules in the mold of you know as we

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Speaker 1: know beauty pageants tend to be of a certain shape

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Speaker 1: and size and age, and we really opened it up right,

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Speaker 1: no limits, right diversity in terms of age, um, their look,

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Speaker 1: their appealed, their background, and what we delivered to audiences

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Speaker 1: was the biggest reality show and Spanish language television in

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Speaker 1: all and oftentimes on Sunday nights. UM. From a social perspective,

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Speaker 1: the number one show, um uh socially for Hispanics. And

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Speaker 1: that's a perfect example of the tension between the old

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Speaker 1: and the new, because that was a show that maybe

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Speaker 1: an older generation, right, somebody um, you know, um in

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Speaker 1: their fifties or sixties. Um, you know who are core

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Speaker 1: Univision loyalists, Right, they're watching the show because they love

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Speaker 1: the aspects of it being a competition show, a beauty show. Um.

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Speaker 1: What reminded them of what that show was really being

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Speaker 1: able to sit with their you know, sixteen year old

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Speaker 1: or seven year old grand daughter and really talk about

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Speaker 1: how empowering that show can be. Right. So that's a

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Speaker 1: perfect example of how, you know, the old and the

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Speaker 1: new come in a special way that still resonates culturally,

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Speaker 1: because at the end of the day, it all has

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Speaker 1: to come back to culture, right, um. And you know

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Speaker 1: there's there's a deliciousness when you're able to do that, right,

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Speaker 1: bring something to the table that everyone's going to enjoy

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Speaker 1: and that resonates with you culturally in a way that

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Speaker 1: you can't find that on English language. You've mentioned things

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Speaker 1: like the novellas and the fact that, uh, you've got

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Speaker 1: a partnership with Televisa. Uh, talk about some of the

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Speaker 1: different things going on that might make this seem a

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Speaker 1: little different than the Univision prime time of the past.

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Speaker 1: We are so excited and invigorated by um, what's happening

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Speaker 1: in prime time. You know, we've we are actually, uh

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Speaker 1: the only network that had growth in both the fourth

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Speaker 1: quarter and the first quarter of this year, and we're

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Speaker 1: really excited that our audiences are kind of gravitating to

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Speaker 1: the stories that we're telling first and foremost. You know,

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Speaker 1: we we can't talk about kind of what's happening in

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Speaker 1: prime time if we also don't talk about just kind

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Speaker 1: of a success and the partnership with the Mavisa, right. Uh.

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Speaker 1: The Visa is um the most important, the biggest provider

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Speaker 1: of Spanish language content in the world, and what we've

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Speaker 1: seen over the last few years. UM. In particularly with them,

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Speaker 1: is UM a reinvigoration of how they're telling stories. UM.

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Speaker 1: And and you know, I want to and I want

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Speaker 1: to mold the conversation from it being you know, like

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Speaker 1: you know, um are the US Hispanic store days are

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Speaker 1: the Mexican stories. No, these are just great stories because

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Speaker 1: at at the core of it all is just a

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Speaker 1: great story. And for decades, UM, the Levisa has always

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Speaker 1: told great stories. So what we're excited about the fact

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Speaker 1: is that you know, we've got shorter storylines. We've got

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Speaker 1: um empowered women, right. And when we talk about empowered women,

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Speaker 1: you know, you have to talk about the power of

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Speaker 1: the millennial woman in the United States, the power of

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Speaker 1: the millennial Hispanic mom. Actually, so we're excited that, you know,

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Speaker 1: in prime time we are telling those stories of you know,

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Speaker 1: realistic women who are living their life, doing life. UM.

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Speaker 1: And you know, not necessarily waiting again for maybe those

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Speaker 1: storylines that you'd see in the past, right, for somebody

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Speaker 1: to come in and save the day, right. And so

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Speaker 1: those are exciting storylines. UM. You know at ten o'clock. Uh,

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Speaker 1: we've we've worked very closely with the Lavisa to deliver

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Speaker 1: to audience as a wonderful story that just really gave

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Speaker 1: us gangbuster numbers. At the time. It was called Madam Um.

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Speaker 1: You know, I'm Gonna Love You Till I die, and

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Speaker 1: it was a supernatural, a supernatural storyline, and that was

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Speaker 1: actually very unique, not just on Univision but on Spanish

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Speaker 1: language in general in terms of the way of how

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Speaker 1: we work UM telling that story UM. And so what

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Speaker 1: our audiences is telling us is that, you know, we

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Speaker 1: want to be delighted, we want to be surprised. You know,

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Speaker 1: at the ten PM hour, I want to be excited,

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Speaker 1: but maybe not in the UM ways that the audience

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Speaker 1: was being served in the past. Exciting for them means

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Speaker 1: tell me something, tell me a story that you need,

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Speaker 1: tell me a story that made be based in fantasy, UM.

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Speaker 1: And so you know, again we were very excited about

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Speaker 1: bringing that that story to life. Equally important to bringing

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Speaker 1: a supernatural story to life was that there was a

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Speaker 1: second important storyline where I was excited because it was

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Speaker 1: a love story between UH to college age women. And

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Speaker 1: what I loved about that storyline was the fact that

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Speaker 1: we knew that we were allowing our audiences to sit

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Speaker 1: and watch the show again, whether they were uh, streaming

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Speaker 1: it or they were watching on linear channels where they

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Speaker 1: were actually seeing a non traditional love story, a love

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Speaker 1: story that unfortunately hasn't been told on broadcast, whether I

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Speaker 1: would say in English or in Spanish, and that it

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Speaker 1: was told that it was that it was being told

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Speaker 1: in a beautiful, respectful way that was engaging Hispanic families

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Speaker 1: in a much netd conversation around acceptance and inclusion, and

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Speaker 1: so it was really exciting. Is that, you know, we

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Speaker 1: really took a big risk, you know, with with with

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Speaker 1: the ten PM type period, and what it told us

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Speaker 1: is that you know, our audience, our audience wants to

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Speaker 1: be surprised, Our audience wants to be taken on a journey.

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Speaker 1: So you know, it's it's it's it's a mix of

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Speaker 1: us leaning into um new ideas, but also equally of Garden.

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Speaker 1: And this is super super important to say um um

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Speaker 1: really loving and cherishing and honoring you know, the basis

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Speaker 1: of the novella storyline, so you know, and the four pillars.

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Speaker 1: When we're talking about that tension between the old and

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Speaker 1: the new, it's like, how do you take the vilenuela,

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Speaker 1: which is so important, so central to our culture, and

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Speaker 1: that we love ourselves a great vilenouela. We know that,

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Speaker 1: UM and you know and and the ratings reflect that, UM.

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Speaker 1: And and how do you how do you have a

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Speaker 1: scope of novellas that meet different needs? Right? So one is, yes,

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Speaker 1: do the risk taking novella right where UM, you know

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Speaker 1: it's a little bit edgier UM differentiated storylines topics that

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Speaker 1: you know require discussion. And then how do you how

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Speaker 1: do you have that live in an environment where you

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Speaker 1: also have a traditional love story? People love traditional love stories.

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Speaker 1: There's a space for those as well, right, And so

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Speaker 1: where does that live? Does that live earlier on in

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Speaker 1: the schedule? Right? I think also to UM, what we've

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Speaker 1: also seen success in is bringing in those alternative storylines

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Speaker 1: that resonate UM. You know, we know, for example that

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Speaker 1: Turkish novelas have done really gangbusters worldwide, and so how

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Speaker 1: do we introduce that novella? UM? And we've begun to

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Speaker 1: do that with success. Also to UM, we've we've we've

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Speaker 1: achieved a lot of success with these grandiose productions UM

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Speaker 1: based on spirituality. UM. And we do that in partnership

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Speaker 1: with UM, our friends in Brazil. And so what you

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Speaker 1: have suddenly is a prime time that it looks very

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Speaker 1: different hour to hour, whereas I think that maybe a

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Speaker 1: few years ago you could probably turn on the set

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Speaker 1: and see, okay, you know between seven and eleven, I'm

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Speaker 1: seeing somewhat the same storyline. You know, each of these hours.

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Speaker 1: Now you really have a differentiated product, right, and so

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Speaker 1: at seven seven pm, UM, you know you've got UM,

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Speaker 1: you know, daily episodic UH shows, UM that solved a

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Speaker 1: problem in one hour, followed by eight o'clock where you

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Speaker 1: have a majestic, randiose production UM based on biblical stories,

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Speaker 1: which is important to our audience. Then we move on

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Speaker 1: to nine o'clock and a comedic telenovella UM headlined by

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Speaker 1: a strong female cast. And then at ten o'clock, have

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Speaker 1: you just take people's breath away and let people's imagination

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Speaker 1: UM run wild. And so that's exciting to just kind

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Speaker 1: of see UM that transition happening. How we're able to

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Speaker 1: deliver that to our audiences and give something to everybody,

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Speaker 1: recognizing that not everybody's gonna sit there before IM straight.

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Speaker 1: But you know, if you're watching the eight o'clock, you know,

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Speaker 1: maybe you're not watching the ten o'clock, and you know,

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Speaker 1: maybe you're watching both of them, who knows, But again,

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Speaker 1: giving giving giving that variety to our audience has been

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Speaker 1: really exciting UM to to work with our partners at

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Speaker 1: the NASA UM as well as through our acquisitions. What

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Speaker 1: about the role of news in reaching the Hispanic audience,

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Speaker 1: because it sounds like there's been a bunch of changes

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Speaker 1: both at the national level. You mentioned the new uh

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Speaker 1: not new morning show, but I guess a reformatted morning show.

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Speaker 1: And there's also and I think people need to understand

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Speaker 1: this about Univision how important local it is because you

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Speaker 1: have dozens of affiliates around the country. So what are

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Speaker 1: you doing there and why are you doing that? So

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Speaker 1: you know, this is the moment where I put on

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Speaker 1: my CMO hat, right and UM you know, we we

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Speaker 1: say and we stand proud with the fact that when

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Speaker 1: we're able to say that Univision has um the highest

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Speaker 1: brand equity of any media company in the United States

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Speaker 1: among Hispanics. UM. You know, at the Coretha's news and

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Speaker 1: localism point one, we actually don't have a brand if

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Speaker 1: it wasn't for what we deliver on a daily basis

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Speaker 1: to our community in terms of giving them the news

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Speaker 1: that they need. At as well as all the tools

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Speaker 1: at the local level for them to live their best life. Right.

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Speaker 1: So there's that combination of the two things in all

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Speaker 1: the package, each one of them. Right. But when we

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Speaker 1: look at news UM, people trust us and Univision is

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Speaker 1: synonymous to trust because of news. And what I like

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Speaker 1: to say is that when we when we really shine,

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Speaker 1: is when we do things such as UM support our

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Speaker 1: anchors in delivering the most important news for our Latino population,

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Speaker 1: whatever that may mean for them. And there's no better

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Speaker 1: example than what just happened a few weeks ago with

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Speaker 1: Jorge Ramos in Venezuela. Right. I think that's a perfect

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Speaker 1: example of again going in shedding light on a topic

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Speaker 1: which isn't necessarily covered in the most correct way or

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Speaker 1: deep way or the way that Latinos want it to

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Speaker 1: be covered on English language news, but that it is

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Speaker 1: absolutely covered perfectly UM in Spanish language. Uh. And so

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Speaker 1: we're just thrilled about the fact that we have a

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Speaker 1: group of anchors, journalists, producers UM, people in front of

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Speaker 1: the in front of the cameras and behind the cameras

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Speaker 1: who are out for truth and justice and thinking first

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Speaker 1: and foremost how to advocate for this Hispanic community. UM,

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Speaker 1: we're excited about the fact that you know, when we

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Speaker 1: talk about innovation, that we are actually the only UM

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Speaker 1: Media company who actually has a broadcast news UH network

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Speaker 1: news program at noon digitally focused. And I would actually

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Speaker 1: say that it's on linear, but it's digital first because

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Speaker 1: you can see it on Facebook and see it on YouTube,

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Speaker 1: and you can actually see it at noon on our

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Speaker 1: air across the country. And that six months later we

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Speaker 1: actually opened up another half hour so that across the

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Speaker 1: country local stations could service their community as well. Right,

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Speaker 1: when we think of innovation and diversity, and you know,

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Speaker 1: and it goes back to what I was saying at

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Speaker 1: the top of Hispanics, we want to feel heard, seen, understood, respected, UM.

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Speaker 1: That also means diversity of thought UM and diversity and

427
00:25:16,320 --> 00:25:18,600
Speaker 1: who are the people that are are in front telling

428
00:25:18,640 --> 00:25:21,560
Speaker 1: the stories? Right? So when you you know, how amazing

429
00:25:21,680 --> 00:25:24,679
Speaker 1: is it to be able to see Dad right the

430
00:25:24,720 --> 00:25:29,439
Speaker 1: first Afro met Beta UM I was anchoring UH major

431
00:25:29,720 --> 00:25:33,600
Speaker 1: broadcast network news right delivering the news in the front lines.

432
00:25:33,760 --> 00:25:38,800
Speaker 1: That's that's exciting, That's that's that's important for our audience

433
00:25:38,840 --> 00:25:42,000
Speaker 1: to see themselves reflected as well. So at the network level,

434
00:25:42,160 --> 00:25:46,000
Speaker 1: it's where whereas I feel that generally speaking most networks

435
00:25:46,000 --> 00:25:48,240
Speaker 1: are cutting back in terms of their investment of news,

436
00:25:48,600 --> 00:25:51,600
Speaker 1: we're actually doubling down UM and so we're seeing that

437
00:25:51,640 --> 00:25:54,080
Speaker 1: at the network level, as I mentioned with our Warning

438
00:25:54,160 --> 00:25:58,320
Speaker 1: show as well, which we did an entire UM overhaul,

439
00:25:58,440 --> 00:26:01,560
Speaker 1: not just about this, not just UM visually when you're

440
00:26:01,640 --> 00:26:05,040
Speaker 1: looking at the set, but also in terms of what

441
00:26:05,080 --> 00:26:07,800
Speaker 1: does our audience need? You know, if you really look

442
00:26:07,840 --> 00:26:10,600
Speaker 1: back and say, you know, how does our audience get

443
00:26:10,680 --> 00:26:12,680
Speaker 1: started on their day? How do they live their best life?

444
00:26:12,880 --> 00:26:15,879
Speaker 1: How do they go out and make their American dream happen?

445
00:26:16,040 --> 00:26:18,360
Speaker 1: It starts from the morning time. So how do we

446
00:26:18,440 --> 00:26:21,440
Speaker 1: prepare our audience so that UM, they can they can

447
00:26:21,440 --> 00:26:25,639
Speaker 1: reach that at the local level, yes, UM absolutely. The

448
00:26:25,680 --> 00:26:28,040
Speaker 1: fact that our local footprint is so significant, that's a

449
00:26:28,080 --> 00:26:31,560
Speaker 1: differentiator for us. You know, when people think about UM

450
00:26:31,600 --> 00:26:35,359
Speaker 1: advocating audiences and reaching audiences, you know, I'd always like

451
00:26:35,440 --> 00:26:37,600
Speaker 1: to go back to the basics that we have a

452
00:26:37,720 --> 00:26:41,560
Speaker 1: hundred and twenty UM over a hundred and twenty local

453
00:26:41,680 --> 00:26:44,640
Speaker 1: television and radio stations, right, and that sixty of them

454
00:26:44,720 --> 00:26:46,919
Speaker 1: are co and els, right, And that we are in

455
00:26:47,000 --> 00:26:52,200
Speaker 1: every major um UH city that that that we need

456
00:26:52,240 --> 00:26:54,040
Speaker 1: to be in. And then in a market for example

457
00:26:54,080 --> 00:26:58,359
Speaker 1: like l A, we actually the number one UM station

458
00:26:58,440 --> 00:27:02,760
Speaker 1: in the market regardless supplying UM and and and so

459
00:27:03,400 --> 00:27:05,959
Speaker 1: you know the fact that we're doubling down more than

460
00:27:06,000 --> 00:27:11,360
Speaker 1: ever in terms of more more reporters, more breaking news UM.

461
00:27:11,400 --> 00:27:14,360
Speaker 1: You know that we are expanding our local news UM

462
00:27:14,520 --> 00:27:16,399
Speaker 1: you know, and more to come on that UM. But

463
00:27:16,480 --> 00:27:19,240
Speaker 1: we're very excited about some some some future announcements on

464
00:27:19,280 --> 00:27:22,639
Speaker 1: that front. UM. The fact that you know, last UM

465
00:27:22,920 --> 00:27:26,480
Speaker 1: over the last two months, we've actually launched local morning

466
00:27:26,520 --> 00:27:29,639
Speaker 1: news in five key markets that we didn't have in

467
00:27:29,680 --> 00:27:31,560
Speaker 1: the past. And early more and we all know how

468
00:27:31,560 --> 00:27:34,000
Speaker 1: successful and how important early morning news are. You know,

469
00:27:34,080 --> 00:27:37,919
Speaker 1: we just launched in Chicago, We just launched UM just

470
00:27:38,160 --> 00:27:42,600
Speaker 1: last UM weekend in in our four Texas markets UM

471
00:27:42,720 --> 00:27:47,360
Speaker 1: and and we you know, revamped our entire local apps

472
00:27:47,640 --> 00:27:50,679
Speaker 1: across each of our local stations right our audiences on

473
00:27:50,720 --> 00:27:53,600
Speaker 1: the go. So these are just again examples of how

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00:27:54,040 --> 00:27:57,800
Speaker 1: UM we reach our community. But Univision is not alone

475
00:27:57,800 --> 00:28:00,600
Speaker 1: out there and serving this audience. You've you've got a

476
00:28:00,640 --> 00:28:04,320
Speaker 1: pretty strong rival in Telemundo. There's still others out there.

477
00:28:05,440 --> 00:28:08,000
Speaker 1: What is sort of the Univision and I guess put

478
00:28:08,040 --> 00:28:11,520
Speaker 1: putting your marketing hat on here, what is the Univision

479
00:28:11,600 --> 00:28:15,600
Speaker 1: brand differentiator? What does it say to the Hispanic marketplace

480
00:28:15,680 --> 00:28:19,560
Speaker 1: that they can't get somewhere else. Yeah, we don't just

481
00:28:19,640 --> 00:28:23,760
Speaker 1: serve this community. We are this community. You know when

482
00:28:23,800 --> 00:28:30,119
Speaker 1: you think about of the population of all employees are Ladinos.

483
00:28:30,160 --> 00:28:31,840
Speaker 1: We live this brand every day and we love this

484
00:28:31,920 --> 00:28:39,280
Speaker 1: brand every day. Um. That's that's what makes us so unique,

485
00:28:40,080 --> 00:28:43,880
Speaker 1: the fact that we are here to advocate, empower, and

486
00:28:44,080 --> 00:28:49,880
Speaker 1: form and entertain the Latino population. Um through the four

487
00:28:49,960 --> 00:28:53,120
Speaker 1: verticals that I said, right, through a lens of collectivism,

488
00:28:53,240 --> 00:28:56,720
Speaker 1: through a lens of you know, being proud of our culture. Yes,

489
00:28:56,760 --> 00:28:59,200
Speaker 1: that there is this tension between the old and the new,

490
00:28:59,320 --> 00:29:02,560
Speaker 1: but that we're addressing forward. Right. It's it's a mix

491
00:29:02,640 --> 00:29:09,400
Speaker 1: of of of those key pillars, um that that I

492
00:29:09,440 --> 00:29:14,040
Speaker 1: believe has allowed us to um maintain this leadership position. Right.

493
00:29:14,600 --> 00:29:17,800
Speaker 1: And and again I go back to a humility of

494
00:29:18,120 --> 00:29:21,320
Speaker 1: recognizing that we're very fortunate that we get to hold

495
00:29:21,360 --> 00:29:24,320
Speaker 1: this brand in our hands for this defined period of time.

496
00:29:25,000 --> 00:29:28,400
Speaker 1: But we all know what this brand represents. Two millions

497
00:29:28,400 --> 00:29:33,520
Speaker 1: of Hispanics um over over the decades, and we want

498
00:29:33,520 --> 00:29:37,200
Speaker 1: to see this UM brand continue to flourish for decades

499
00:29:37,240 --> 00:29:40,800
Speaker 1: to come, particularly even more so that the Latino population

500
00:29:40,880 --> 00:29:45,480
Speaker 1: is growing in power and an influence. UM. We welcome competition.

501
00:29:45,600 --> 00:29:48,800
Speaker 1: I think competition makes us all better. Uh so, I

502
00:29:48,840 --> 00:29:53,200
Speaker 1: think that there's a space for everyone UM to to

503
00:29:53,200 --> 00:29:58,200
Speaker 1: to tell stories to the Latino population. UM Again, I

504
00:29:58,200 --> 00:30:05,440
Speaker 1: I I firmly believe that it's the trust, the respect,

505
00:30:05,760 --> 00:30:08,640
Speaker 1: the fact that we are looking at this audience, Andrew

506
00:30:08,680 --> 00:30:14,240
Speaker 1: and it's like I see you, I hear you, UM,

507
00:30:14,280 --> 00:30:17,600
Speaker 1: I respect you, I understand you. I'm going to champion

508
00:30:17,640 --> 00:30:21,760
Speaker 1: you like no one else, whether you whether it's at

509
00:30:21,760 --> 00:30:25,040
Speaker 1: the national level, whether it's at the local level. UM,

510
00:30:25,080 --> 00:30:27,080
Speaker 1: I'm gonna be there for you in a way that

511
00:30:27,280 --> 00:30:32,840
Speaker 1: absolutely no other brand can can be there for Hispanics.

512
00:30:33,200 --> 00:30:37,520
Speaker 1: That's that's what I believe, truly. Well, it sounds like

513
00:30:37,560 --> 00:30:40,000
Speaker 1: you've got quite a mission ahead of you for the

514
00:30:40,080 --> 00:30:42,880
Speaker 1: coming year. Looking forward to seeing what else comes out

515
00:30:42,920 --> 00:30:48,840
Speaker 1: of Univision. Thanks for coming in, Jessica. This has been

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00:30:48,880 --> 00:30:52,120
Speaker 1: another episode of Strictly Business. Tune in next week for

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00:30:52,160 --> 00:30:56,280
Speaker 1: another helping of scintillating conversation with media movers and shakers,