VIDEO: TV Azteca’s Benjamin Salinas Sada

Benjamin Salinas Sada, CEO of TV Azteca, shared his strategy for the Mexican broadcaster in conversation with World Screen’s Anna Carugati during his MIPCOM Media Mastermind keynote.

Salinas has been the CEO of TV Azteca, which is marking its 25th anniversary, for the last two years. He inherited an organization that needed a transformation from within. “The culture was a mess. There was no teamwork, no creative ideas. We had to start to change from the inside by producing better and start reconnecting with audiences.”

Salinas put in place a strategy to change the culture at TV Azteca, fostering a spirit of collaboration. “The culture is completely different now. It’s still a work in progress. I’m really happy with the results. When I arrived we had 28 percent share in prime time. Now we have well over 35.”