Entravision Communications, which already controls two Spanish-language stations that program to the San Diego market, also will control two English-language stations in the market under a joint marketing and programming agreement that will combine the day-to-day operations of Entravision’s UPN affiliate XUPN-TV and Fox affiliate XETV-TV, which is owned by Mexico’s Grupo Televisa (EM, Oct. 1).
Entravision, which is based in Santa Monica, Calif., and focuses on the Hispanic population in the United States, will be the exclusive local ad sales representative for both stations. The company owns low-power Univision station KBNT-TV, which it operates along with Televisa’s XHAS-TV, a full-power UHF Telemundo affiliate that operates from the Mexican side of the border.
XUPN is expected to be integrated into XETV.
“We expect to drive additional operational and sales efficiencies,” said Walter Ulloa, chairman and CEO of Entravision, in a statement that referred to a “long-standing relationship with Televisa.”
Entravision’s many businesses and holdings include the largest Univision-affiliate group (21 stations in the Top 50 Hispanic markets) and the country’s largest centrally programmed Spanish-language radio network (56 owned or operated stations in 26 markets). Grupo Televisa, the largest media company in the Spanish-speaking world, has a 6 percent stake in Univision. The two have a programming deal that extends through 2017.
“By aligning with Entravision to jointly market our San Diego stations, we believe we can more effectively promote our brands in this fast-growing market,” said a statement from Grupo Televisa. “We and Entravision share the common goal of leveraging our media assets to deliver profitable returns to our shareholders.”
“This partnership significantly strengthens the operational position of both stations while leveraging our audience deliveries to drive our revenues forward,” said a statement from Joanie O’Laughlin, the XETV general manager, who is said to be leaving the longtime Fox affiliate.
An announcement is expected soon that Richard Jones is to become VP and general manager of the duopoly, effective Oct. 29. Oct. 26 is Mr. Jones’ last day as general sales manager of KBHK-TV, the San Francisco UPN affiliate that just became part of a Viacom duopoly with KPIX-TV.
Asked about management changes and other possible changes, Entravision President Philip Wilkinson said, “I can’t comment on any further changes [other] than what has been announced here.”
One thing that’s certain: “There are opportunities to sell across four platforms,” Mr. Wilkinson said.
Another thing that’s certain: Viewers won’t see English-language cross-promotions on Spanish-language stations or vice versa. “You can’t be all things to all people,” Mr. Wilkinson said. However, the Spanish-language and English-language stations have promoted some of the same community events and will continue to do so.
Mr. Wilkinson said he also wouldn’t count out program swapping by XETV and XUPN.
As for speculation that a fifth signal might join Entravision’s San Diego stable in mid-January when Telefutura, the English-language network with which Univision intends to target a younger Hispanic audience, debuts, Mr. Wilkinson said no announcement involving Telefutura has been made in San Diego. He added that there are likely to be announcements involving Entravision and Univision in the future.