Brandon Tartikoff Legacy Award- Gustavo Cisneros/ NATPE Daily
In 1970, when Gustavo Cisneros was named CEO of Venezuelan family business Cisneros, founded decades earlier by his father Diego, it looked nothing like the Florida-based multimedia company now run by Gustavo´s daughter, Adriana Cisneros January, 2015
Published on: Mar 3, 2016
Transcripts - Brandon Tartikoff Legacy Award- Gustavo Cisneros/ NATPE Daily
Wren)! /-rte"-’ '10 - Ir1I‘14‘u: ‘‘-1
1 ' 11 4 ‘ 1
1.‘. “.11wo'11 "ta ‘.11.. tui! .
14 Follow Glsnerps Media on 1witler: (_®_CisnerosM_edia
In 1970, when Gustavo Cisneros was named
CEO of the Venezuelan family business Cisneros
Media, founded decades earlier by his father
Diego, it looked nothing like the Florida-based
multimedia company now run by Gustavo’s
daughter, Adriana Cisneros.
“I never imagined the landscape of media
that exists today, ” says Gustavo, now chairman.
“That landscape presents challenges, but it also
presents great opportunities, which makes this
an exciting time for television.
“Consumers are much more demanding today
because the new technologies allow that. They
are demanding more and better content that can
be accessed on all devices at all times. So we have
to position ourselves to optimize and monetize
that content in all its different forms. ”
Back when Gustavo took over the company,
it was only nine years since it had bought its
ﬁrst TV station, which over the years and
under the watch of Cisneros and his brother,
Ricardo, became Venezuela’s number one
television network, Venevision. The company
also expanded into distribution with Venevision
International and television production with
But it was in 1992 that Cisneros Media was
catapulted into one of the most inﬂuential
media companies in the world. At that time,
Cisneros, along with Mexico’s Grupo Televisa
and American entrepreneur Jerrold Perenchio,
acquired the U. S.-based Spanish—language media
company Univision Communications.
At ﬁrst, Univision was just a few U. S. television
stations. But over the decades it has grown into
(A ‘q: A'“Qﬂ" r"‘. ~-ggih‘
. -blur r . «..
. g ’ H
“A. ', ' '.
. ,1» , ,
a multimedia company that has dominated
the fast~growing US. Hispanic ad market. It’s
continuing to expand into Spanish- and English-
language original productions, broadcast and
cable TV networks, and digital platforms.
In 2007, Cisneros and his partners sold
Univision to an investor group for a cool $13.7
“We have been in Spanish-language TV in the
U. S. from the very start, ” says Cisneros. “Our
company was an exclusive content provider
for Univision for more than 20 years. We
evolved and increased the market signiﬁcantly
and diversiﬁed its content, to a point where
Univision now competes with, and often beats,
the top English—language broadcasters. ”
During those years, Cisneros also opened
production studios in Florida. “We produce
more than 1,000 hours of Spanish-language
content on U. S. soil each year, including soap
operas for traditional audiences, TV series
and super—series for younger viewers, as well as
I never imagined the landscape
of media that exists today. That
landscape presents challenges,
but it also presents great
NATPE Daily 2015 . Day 2 . January 21
Tvvfet your news #NATPE2015 and follow us @NATPE
talk shows, reality shows and news magazines, ”
Today, Cisneros produces programs such as
talk show EI Palenque de Enrique Santos (The
Arena with Enrique Santos) and telenovelas like
Cusita Linda (Sweet Thing).
Under Adriana’s leadership, the company
is focused on three core businesses, including
Cisneros Media and a real estate subsidiary.
“Cisneros Real Estate is our newest division, ”
says Cisneros. “It is anchored by Tropicalia, a
sustainable tourism real estate development in
the Dominican Republic. ”
A third business unit, Cisneros Interactive,
focuses on interactive advertising, gaming
and e-commerce. Adriana was instrumental
in launching the division. “Mu1ti—platform
programming is just as important in Spanish-
speaking countries as it is for the U. S. Hispanic
marketplace because both have high levels of
internet usage and smartphone penetration, ”
Gustavo is a recipient of the 12th annual
Brandon Tartikoff Legacy Award, named
in honor of the late NBC
Entertainment president, _ _, y, , , ‘, ,_H, ___.
to be presented here at ‘7 " ' ' > 1"
NATPE this evening. _"
“Brandon was a J’
visionary and a 5
to all of us in the 1'
media business, ” ‘
says Cisneros. “It
is a great honor to ‘-
be receiving this
award, and even
more special to be
_; ‘N. ..
receiving it alongside f
my daughter, who will
lead the company
into the 7
future. ” " I
. _ _. ... ... ./'