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Yahoo! My Yahoo! Mail More Yahoo! Services Account Options New User? Sign Up Sign In Help Yahoo! Search web search Home Singapore Asia Pacific World Business Entertainment Sports Technology Africa Europe Latin America Middle East North America New Univision Networks president embodies future By LAURA WIDESMUNOZ,AP Hispanic Affairs Writer - Friday, September 18 Send IM Story Print MIAMI – When Cesar Conde walks into a room, his youthful looks and earnest countenance have at times led people to confuse the trim executive with an intern. But such confusion is increasingly rare. The 35-year-old was tapped last month to head Univision Networks, the most prominent holding of Univision Communications Inc. _ the nation's largest Spanish-language media empire. Its signature network regularly ranks fifth among all broadcast and cable networks, English or Spanish. Conde, who takes over Oct. 1, is the Miami-born son of Peruvian and Cuban immigrants who came to the U.S. "with absolutely nothing except for the spare change and the clothes they had on their back," according to their son. He is also a Harvard graduate with an MBA from the University of Pennsylvania, embodying not only the immigrant dream but also the network's future _ including second- and third-generation Hispanics drawn to the network because of cultural, as well as language ties. It is his Gen X ability to move from talk of political empowerment to market statistics to the company's latest reality TV offerings that makes Conde such a force in shaping the future of one of the nation's fastest growing networks. Former Secretary of State Gen. Colin L. Powell, whom Conde served as a White House Fellow from 2002 to 2003, said he quickly noticed something special about the young businessman. "It was clear to me that he had great potential," Powell said in an e-mail to The Associated Press. "I believe a person's early accomplishments are an important signal of their future success, and Cesar has had many of them. His sense of purpose and maturity allow him to lead by bringing out the best in those around him despite his young age." Univision, and Spanish-language media in general, have long embraced advocacy journalism providing a "we're on your side" ethos for its audience, but Conde is part of a new leadership looking to expand the tradition. "Our goal is to inform, entertain and empower the Hispanic community," Conde recently told the AP from his new Miami offices. "But it's that third one, of empowerment, that I feel can really solidify our unique connection with our audience." With the support of Univision CEO Joe Uva, Conde pushed for the first Sunday morning news talk show, "Al Punto" or "To the Point." He also backed the nation's first Spanish-media presidential candidate debate. "We wanted to ensure that the Hispanic electorate was able to hear their voices on Election Day," explained Conde. "Both Democrat and Republican candidates spoke directly to the Hispanic community about issues of importance to the Hispanic community. They weren't speaking about the Hispanic community. It's a subtle but important difference." Conde was also instrumental in Univision's "Ya es hora (Now is the time)" citizenship campaign along with National Association of Hispanic Elected and Appointed Officials and other groups. He is now helping to coordinate the second phase of the campaign to ensure Hispanics are counted in the 2010 census. Besides the signature Univision network, Conde also oversees the company's cable channel Galavision, and its smaller network, TeleFutura. Uva, who has been a mentor to Conde, said it was his leadership abilities, his analytical skills and that uncanny maturity that made him ideal for the job. There is another benefit Conde brings. With the recent retirement of Univision President Ray Rodriguez, the company lacked a Hispanic in its most senior corporate offices. Neither Uva, nor Univision's majority investor Haim Saban, is Latino, nor for that matter is the CEO of rival Telemundo, Don Browne. NALEO Executive Director Arturo Vargas says Conde's unassuming manner can fool those who have yet to hear him speak. "He walks in and you think he must be someone's intern, and then he blows you away," Vargas said. Vargas recalled complaining to Conde after learning Univision did not plan to air one of the last presidential debates between Barack Obama and John McCain. After the conversation, the debate aired live. Conde has also helped push Univision to innovate on the entertainment side. An avid fan of reality shows, he has encouraged tweaks for the Hispanic market, such as more background on the contestants' life stories _ important for a large immigrant audience that so easily identifies with the struggle against adversity. He championed an edgy Web-only telenovela or Spanish-language soap opera about a Los Angeles magazine editor, frustrated with the pool of eligible men, who opts for artificial insemination. Conde hopes the Web will become a petri dish for network experimentation but he insists the one thing that remains timeless, even with younger generations, are telenovelas. According to Nielsen Media Research, during prime-time, when telenovelas rule, Univision came in second in the ratings for July, after FOX, among U.S. networks for the coveted 18-34 year-old demographic. Yet there lies Univision's greatest challenge, demonstrating the company's massive influence in the Hispanic community is about more than language and nostalgia and that it won't be diminished by the assimilation of second and third generations. That growing influence is becoming more visible. More than a dozen members of Congress and the Obama administration have appeared on "Al Punto" since it first aired in 2007. And corporate sponsors, including big names like General Mills, have been pouring money into Spanish-language advertising at a time when they are cutting back elsewhere. General Mills has ramped up its spending in the sector so much over the last five years that it is now the top food company advertiser in Spanish-language media. "A significant portion of that is Univision," said Rodolfo Rodriguez, director of Multicultural Marketing at General Mills, adding that the company has seen a double digit increase in sales as a result. And Univision is now producing many of their ads. "Univision delivers an audience that we're not already reaching today," he said. That is just what Conde is hoping to hear. "We are a social-cultural political force, and one who hasn't grown up speaking Spanish or one that hasn't grown up in the Hispanic community, finds it a little hard to understand," he said. 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