Final Fight

Period: 2000–2012. The millennium brings predictions of vast new TV channels for a rapidly growing Latino population. Yet Perenchio’s deal for a second network crushes new entrants. Telemundo finally rises under chief James McNamara. At a $2.7 billion price, Sony sells Telemundo to NBC. The dispute between Perenchio and Azcárraga Jean over the PLA intensifies and erupts into lawsuits. Fighting expands when Azcárraga Jean claims Televisa’s right to succeed Perenchio as owner of Univision but Perenchio departs by selling to Haim Saban. A courtroom showdown ends with a surprise settlement but with Univision still uncertain of programs after the PLA expires in 2017. At Telemundo, NBC’s ownership is fortuitous. From NBC’s infusion of cash, McNamara and successor Don Browne introduce “coproduction” agreements with foreign studios. Telemundo becomes the first major U.S. producer of Spanish-language programs. Univision takes a more historic stride. Resolving their dispute, Univision and Televisa sign an unprecedented “joint operating agreement.” Univision is promised permanent Televisa programming. Televisa claims enlarged control of Univision. The JOA is the first definitive agreement between the parties since Telesistema Méxicano founded SIN in 1961. Yet after 50 years, little in Spanish-language television has changed. Univision still is dominant among Latinos. Its main programs, novelas, are the same. The influence and grip of the Azcárragas remain.

The Golden Age

Period: 1976–1986. The most radiant period in Spanish- language television ensues when SIN’s satellite links provide the U.S. vast international programming. SIN is chief affiliate of Azcárraga Milmo’s multinational network he names “Univision.” Ignoring Fouce’s lawsuit, Anselmo consolidates control. Without competition, turning profits, and freed of Azcárraga’s grip, he pushes numerous initiatives, many unorthodox. His hunger strike in New York obtains a prized World Trade Center transmitting site. Using names of fictitious characters, his letters to the FCC win needed satellite relays. He launches the first Spanish-language network news. Headed by Gustavo Godoy, the newscast excels until Televisa, and its head Jacobo Zabludovsky, attempt its takeover. In the largest-ever mutiny in a U.S. newsroom, Godoy and dozens of news personnel resign. They force Televisa’s retreat. However, a ten-year “golden age” ends with the removal of Anselmo, Azcárraga, and others, and the demise of Spanish International.

Conclusion

Univision celebrates the 50th anniversary of Spanish-language television in 2012. The moment is occasioned by the first widespread public awareness of Spanish-language television and the large U.S. population is reaches and impacts. The first extensive criticism ensues. Conservative politicians attack the endeavor for dividing traditional U.S. society and for an alleged liberal bias. Believing it impedes Latinos’ success in the U.S., Governor Arnold Schwarzenegger urges them to turn off the Spanish TV set. Closer observers complain that banal and distant foreign programming fails to address the interests and needs of U.S. Latinos. They scorn Univision and Telemundo for reconfiguring U.S. Latinos of diverse nationalities into a “Pan Latinidad.” Many of the criticisms are not supported by the endeavor’s history. Yet at the time of the anniversary, more pertinent than the criticisms are unresolved questions. Latinos’ increasing preference for interactive digital media is fragmenting the audiences that Univision and Telemundo as traditional media once had amassed. Slowly foreseen is potentially the largest challenge, that the preponderance of younger “third generation” Latinos increasingly are inclined to speak English. Regardless of the future, the history of Spanish-language television will remain important as a light on a “television age” that is essential to understanding a U.S. that changed during a highly formative period in the nation’s history.

The Perenchio Era

Period: 1993–1999. Perenchio’s tenure at Univision begins contentiously. Capitalizing on the PLA and ignoring discord, Perenchio has President Ray Rodriguez quickly reinstate Televisa’s popular content. As U.S. programs are replaced, Univision personnel lose their jobs. At Telemundo, Blaya briefly succeeds before Telemundo declares bankruptcy. Steinberg yields ownership of Telemundo to another Wall Street “raider,” Leon Black. Univision soars in the early Nielsen ratings. Upon broadcasting Televisa’s blockbuster María la del Barrio, Univision reaches 80 percent of Latino viewers. Telemundo falls to 20 percent. Its audiences equaling those of ABC, CBS, NBC, and Fox, Univision issues public stock. It becomes a multibillion dollar firm. Acquired by Sony, Telemundo’s attempt at domestic production alienates Latinos and brings record low ratings. While Telemundo’s reach shrinks to 7 percent of the Latino audience, Univision’s reach enlarges to 93 percent. Univision’s reaches 98 percent with its millennium telecast. It is the highest rating Nielsen ever reports. However, upon Azcárraga Milmo’s death, Televisa passes to his son and heir, Emilio Azcárraga Jean, who demands that Perenchio renegotiate the PLA. Perenchio refuses. Azcárraga Jean sabotages a novela Univision is to show. Warfare awaits.

Breakout of Spanish International

Period: 1968–1973. Anselmo, Nicolas, and Villanueva lead a succession of breakthroughs. With launch of WXTV, SIN enters New York. There, Columbia Pictures primes its New York station WNJU as hub of a rival Spanish-language network. In a locale predominated not by Mexican but Caribbean-descended viewers, competition in Spanish-language television begins. Anselmo responds with the first showcasing of Azcárraga’s fixed-duration soap operas called “telenovelas.” Attracting Latinos regardless of nationality, WXTV defeats WNJU and crushes Columbia’s planned network. Tragedy strikes. During rioting, KMEX newscaster Rubén Salazar is killed by police. Despite confrontation with Azcárraga Milmo, Anselmo extends SIN to Miami with purchase of WLTV. With stations in New York and Miami, SIN becomes a coast-to-coast network. However, the elder Azcárraga’s passing exposes his subsidization of SIN and Anselmo’s failure to pay fees.

Lone Star Dawn, Mexican Light

Period: 1895–1961. From working-class roots in a Mexican border town, Emilio Azcárraga Vidaurreta rises as the giant and patriarch of Mexican radio and TV. He courts the government which permits his monopoly, Telesistema Méxicano. To appease opponents who protest his Americanization of TV networks in Mexico, Vidaurreta envisions a Mexican network in the U.S. He hires Rene Anselmo and partners with Frank Fouce Sr. U.S. law prohibits foreign ownership of U.S broadcasting, however, Vidaurreta devises a scheme to conceal his ownership by having Anselmo, a U.S. citizen, act as owner in his place. In San Antonio, Raoul Cortez forms the first Spanish-language TV station in U.S. Son-in-law Emilio Nicolás manages struggling KCOR but prepares for a medical career. Vidaurreta purchases KCOR on the condition Nicolás remain. He does. With KCOR as hub, parties meet in San Antonio and form the Spanish International Network.

Univision and Telemundo

Period: 1987–1992. A turbulent period begins when Univision and Telemundo launch. Telemundo’s founders are Wall Street “raiders” Saul Steinberg and Harry Silverman. Directed by Carlos Barba, Telemundo at first excels. Formerly SIN, Univision now is controlled by Hallmark, its head Irvine Hockaday. Directed by Joaquin Blaya, Univision counters Televisa’s high fees with two classic U.S.-produced Spanish-language shows: Sábado Gigante and Christina. However, the two networks divide audiences and suffer financially. At Telemundo, near bankruptcy, Steinberg ousts Silverman. Hallmark defaults on Univision’s debt. The first Hispanic Nielsen ratings, needed to attract advertisers, raise hopes for large revenues. However, Univision falls in the ratings when Blaya eliminates Televisa programs and initiates “domestic production.” Preferring foreign content, viewers reject further U.S.-produced shows. Hallmark sells Univision to Hollywood mogul Jerry Perenchio. He names Azcárraga part owner. Both eager to reinstate Televisa programs, largely telenovelas, in the U.S., Perenchio compels Azcárraga to sign a Program Licensing Agreement (PLA) by which Univision will pay Televisa a pittance for programs until 2017. Blaya is outraged. He resigns, becomes president of Telemundo, and stages a mutiny of Univision’s personnel.

The Wages of Sin

Period: 1973–1976. Three years of promise and tribulation begin with Azcárraga Milmo’s reprieve of Anselmo for delinquent payment of fees, then Milmo’s merger that reorganizes Telesistema as the technology-rich new firm Televisa. He informs Anselmo that SIN soon will be delivered throughout the U.S. by Televisa’s satellites (Westars 1 & 2). However, no longer subsidized, Anselmo must pay the delinquent fees. A sports TV venture that is the first to televise soccer’s World Cup, MagnaVerde, fails. Anselmo devises a repayment plan that satisfies Azcárraga Milmo who defrays and provides satellite technology to SIN’s stations. SIN becomes the first U.S. network delivered by satellite. But the plan incenses Fouce Jr., an absentee owner yet the official chair of the board since protesting Anselmo’s appointment as SIN president in 1962. The repayment to Azcárraga Milmo will reduce Fouce’s shares of SIN. They engage in confrontation. Anselmo maneuvers and succeeds in ousting Fouce as chair. Fouce is more outraged. In the glow of a signal achievement, SIN’s delivery by satellite, Fouce files a lawsuit against SIN.

MEX, UHF, and NFL

Period: 1962–1967. At infancy, SIN struggles. When Fouce Sr., suddenly dies, Azcárraga names Anselmo as SIN’s head. Frank Fouce Jr. inherits part ownership, but he opposes Anselmo’s appointment. Azcárraga, though, is firm on backing Anselmo. Fouce Jr. withdraws from SIN’s affairs. Anselmo triumphs with the launch of KMEX in Los Angeles. At SIN’s San Antonio hub, Nicolás perfects a “bicycle network” that feeds SIN to its first stations along the Mexican border. Danny Villanueva, a charismatic star NFL player, joins KMEX, giving SIN credibility. However, lacking Spanish-language audience ratings, Anselmo fails to solicit sponsors. He cannot pay fees SIN owes Telesistema. SIN is in debt and near bankruptcy. In Mexico City, Azcárraga’s son, Emilio Azcárraga Milmo, campaigns for the termination of SIN. The Telesistema board concurs that the U.S. venture must cease. But SIN is saved when the elder Azcárraga secrets a scheme by which his personal funds pay SIN’s expenses.

Armageddon

Period: 1976–1986. A return to 1976 begins an account of a U.S. broadcast landmark: the demise of a TV network. Fouce’s lawsuit against SIN protracts when judges suspect violations of the foreign ownership rule making SIN an illegal firm. After ten years of proceedings, the FCC revokes SIN’s licenses and banishes Anselmo. The matter reverts to the original trial judge, Mariana Pfaelzer, who ends the lawsuit by persuading remaining SIN defendants to sell the firm. But, presiding over the sale, Pfaelzer affirms that, under the law, she cannot prevent the new owner from converting SIN from Spanish to English. On its pledge to preserve Spanish-language TV, Hallmark Cards becomes the new owner. Immediately, Hallmark is challenged. Needing to continue the network’s Televisa programming, Hallmark must pay Azcárraga’s huge fee. Then, the Reliance Insurance Company announces a rival network called “Telemundo.” Days before competition begins, Hallmark concludes a court-ordered reorganization by dissolving SIN and rechristening the network “Univision.”