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Univision, Telemundo, and the Rise of Spanish-Language Television in the United States$
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Craig Allen

Print publication date: 2020

Print ISBN-13: 9781683401643

Published to Florida Scholarship Online: May 2021

DOI: 10.5744/florida/9781683401643.001.0001

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PRINTED FROM FLORIDA SCHOLARSHIP ONLINE (www.florida.universitypressscholarship.com). (c) Copyright University Press of Florida, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in FLASO for personal use.date: 26 September 2021

The Perenchio Era

The Perenchio Era

(p.182) 8 The Perenchio Era
Univision, Telemundo, and the Rise of Spanish-Language Television in the United States

Craig Allen

University Press of Florida

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.

Keywords:   Ray Rodriguez, María la del Barrio, Emilio Azcárraga Jean, Leon Black, Sony

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