Monday, August 31, 2009

César Conde: Univision’s big bet

César Conde, the newly appointed president of media giant, Univision, is only 35. But a quick look at his resume and it’s easy to see why he was picked to head the nation’s most-watched Spanish language television network.

Conde, who will replace longtime president Ray Rodriguez, has served most recently as the company’s chief strategy officer. In that position he has overseen the network’s drive to extend its mandate beyond news and entertainment to a civic leadership role in the Hispanic community. The buzzword Univision executives like to use is Hispanic “empowerment.” It’s been a highly successful form of corporate re-branding for Univision that has seen it take an ever more active role in promoting U.S. citizenship applications, voter registration drives and get-out-the vote efforts, as well as intense news coverage of the U.S. immigration debate.

While his new responsibilities will now include direct oversight of programming, including plans to develop more original shows, Conde owes his meteoric rise to a keen sense of Univision’s corporate citizen identity, which lies at the roots of the network’s origin in 1986, and its predecessor, Spanish International Network (SIN).

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