Exclusive Interview: César Conde

Covering 95 percent of all U.S. Hispanic TV homes, and accompanied by online and mobile platforms, Univision is the leading Spanish-language network in the U.S. For 50 years it has been serving the Hispanic community with an ever-popular mix of news, sports, telenovelas and entertainment programming. In fact, for Hispanic viewers, Univision is more than a network—it provides them with a sense of community. César Conde, the president of Univision Networks, explains why.

WS: Univision is celebrating its 50th anniversary. What have been some of the network’s milestones?
CONDE: Over the past five decades, Univision’s growth and success have mirrored the ascension of Hispanics in the U.S. As this community has increasingly taken center stage as a powerful force in the nation, Univision has also enjoyed numerous breakthroughs. On a national level, Univision competes directly with ABC, CBS, NBC and FOX. In fact, in September 2010, the network made history when Univision ranked number one among the coveted adult 18-to-49 demographic for an entire week, outperforming every English-language broadcast network in the country. Univision’s Los Angeles station (KMEX) is the number one station in the country, regardless of language, among adults 18 to 34. Univision has also been an active leader and champion of the Hispanic community. Our mission is to inform, empower and entertain U.S. Hispanics. In an age of fragmented media, Univision is a unifying force. Today, Univision is one of the few media companies that regularly bring together an entire community to share in a common experience.

WS: What are your plans for Univision Studios?
CONDE: The creation of Univision Studios is a transformational step in the development and growth of our company and an important, natural extension of our business. We have an unprecedented opportunity to expand our offering of quality Spanish-language programming to our loyal audiences not only through our existing programming partners but also by building on our established multi-genre production track record to create more original productions and co-productions. Univision Studios is building on the 4,000 hours of original programming that we already produced across multiple genres annually. The new division is producing and co-producing reality shows, dramatic series, entertainment specials and other programming formats for all of the company’s platforms, including its three television networks—Univision, TeleFutura and Galavisión—as well as Univision.com and Univision Móvil. This past fall, we successfully launched our new reality dance competition ¡Mira quién baila!, our first dramatic production in prime time, Eva Luna, and the game show El Gran Show.

WS: How is Univision’s online content strengthening the connection it has with its audience?
CONDE: Univision Communications is the most powerful brand in Spanish-language media. Univision recognizes that Hispanics are on the move now more than ever.  As such, Univision Interactive Media plays a key role as Univision embraces the tenets of growth, integration and innovation. Univision provides the best experience, content and information relevant to Hispanics, regardless of platform or device. We make sure that each platform works together seamlessly to allow our viewers the ability to access information whenever, wherever and however they can. In addition, we are working to bring our online and mobile platforms closer together. Our interactive initiatives strengthen our position not only with consumers, but also with advertisers, publishers and web developers.

WS: Grupo Televisa has acquired a minority stake in Univision. How will this investment benefit Univision?
CONDE: The enhanced deal with Televisa is a significant agreement that aligns the interests of both companies, thereby removing any uncertainty for the long term, and creates enhanced growth potential. With this arrangement, Univision secures the rights to the world’s best Spanish-language programming, reaffirms our unique connection with our audience, and provides advertisers, distributors and Univision’s television station group affiliates with new opportunities. The partnership solidifies Univision’s position for the foreseeable future as the preferred multiplatform media destination for the U.S. Hispanic community.

WS: Will the deal with Televisa have an impact on your agreement with Venevisión?
CONDE: We have a long history of working with the best programming providers in the business to bring world-class content to U.S. Hispanics. In addition to the exclusive agreement with Televisa, we will continue to leverage the diverse pipeline of programming from international partners that include RCN, Venevisión, BBC, Endemol and many other programming companies.

WS: What opportunities and challenges do you see in 2011?
CONDE: We see 2011 as a year that will validate the growth and influence of the Hispanic opportunity. Some of the challenges will continue to be on ensuring that the industry is meeting the needs and demands of a rapidly changing marketplace across all platforms.