Spanish-language media powerhouse Univision Communications announced late Thursday (June 24) the creation of Univision Local Media, joining the industry trend to leverage radio, TV and interactive media in local markets. To lead the new group, Univision named former Tribune exec Peter Walker as president.
Local media, close to the point of purchase, have begun to take center-stage with companies that own both radio and TV in local markets, such as NBC Local Media, Cox Media and CBS Local Media. While Univision may not be the first, the company offers unprecedented reach among Hispanics in 16 of the top 25 Hispanic markets, plus Puerto Rico.
In his new position based in New York, Walker will oversee the realignment of all operations and sales for Univision’s 63 TV stations, 68 radio stations and local interactive properties. He will work with David Lawenda, president of advertising sales and marketing, to coordinate local and national sales, and with Alina Falcon, president of Univision News, to streamline local programming.
“Organizing all aspects of our local operations under Univision Local Media will enable us to provide seamless service to our local advertisers, identify new ways to grow our relationships with our clients and partners, and leverage our local programming and content across the company’s platforms to enhance our local offerings for our audience,” said Joe Uva, president and CEO of Univision, to whom Walker reports.
With the announcement of Univision Local Media, the company also announced that Joanne Lynch, president of the Univision Television Station Group, will retire in August after a 20-year run with the company.