Fifth Estater

For Telemundo COO, Evolution Is Key to Hispanic Growth

Hernandez looks to keep company at the front of bustling marketplace 4/01/2013 12:01:00 AM Eastern

Jacqueline Hernandez

Title:

COO, Telemundo Media

Education:

B.A., English literature/art history, Tufts University, 1988

Baruch College, MBA, 1994

Employment Highlights:

Director, international marketing/Latin America, Time magazine, 1995-2000

VP of integrated marketing and global sales sponsorships, Turner Broadcasting, 2000-04

Publisher, People en Español, 2004-08

Publisher, Teen People, 2006

Current title since 2008

Personal:

born Jan. 10, 1966; husband, Jack Rico

Jacqueline Hernandez, who has been chief operating officer for
Telemundo Media since 2008, might as well add “jack of all trades”
to her job title. Besides her current role in the television business, Hernandez boasts experience in both print and
online, working domestically and internationally.

“They’re different, but they’re all the same,”
Hernandez said. “Whether you’re creating content,
stories or advertising campaigns, you’re
there to entertain and connect.”

Hernandez touts Telemundo as the fastestgrowing
Spanish-language broadcast network,
and boasts of cable net mun2’s big numbers in
the youth market (specifically, the 18-34 demo).
The company’s largest growth, however, is in the
digital space. “The numbers are growing, the audiences
are growing,” she said, pointing to doubledigit
growth with both unique visitors and video
streams. “More and more consumers are consuming
more and more on every single platform.”

It’s not only about getting people viewing your
website, it’s how long they stay there, said Hernandez.
And both counts are working: Hernandez
notes Telemundo.com had more minutesper-
viewers in February than any other TV site.
“We have a lot of momentum as a company; both
of our brands are growing very quickly.”

Growing also means evolving, which Telemundo
did last December, undergoing a rebrand that
Hernandez calls a “big moment” for the network.
“I’m very proud of it. We worked very hard across
not only the marketing team, but the whole company,”
she said of the yearlong process.

“The realization of Telemundo’s rebrand, the
‘Power of T,’ is a testament to the power of Jackie,”
said Emilio Romano, Telemundo Media president.
“With her leadership, the team has created awardwinning
innovations that have had a tremendous
impact for our clients, fueled Telemundo Media’s
growth and positioned us for future success.”

The rebrand got off to a good start, with January
having been mighty good to Telemundo.
“January ended up being one of our best
[months] ever,” Hernandez said. The curve has
headed uphill ever since: In Q1, Telemundo had
a 7% increase in primetime audience.

So with upfronts right around the corner, Hernandez
is looking to keep the early-2013 momentum
charging forward. One key component
is Telemundo’s new singing competition, La VozKids, a Spanish-language version of NBCUniversal
sibling NBC’s popular The Voice that Hernandez
said is a big marketing focus for the network.

“Music is a huge passion point with Hispanics,”
said Hernandez, who called The Voice
“such a huge, enormous, worldwide phenomenon.”
But she revels in “the whole kids and
aspiration [aspect]” of La Voz Kids.

Much like The Voice, La Voz Kids will have
four “coaches.” Telemundo recently added
Bronx-born singer/songwriter and Latin Grammy
nominee Prince Royce as a coach, to go
along with Mexican singing star Paulina Rubio.

The other big programming push for Telemundo
is the novela El Señor de los Cielos (The
Lord of Heaven
), which Hernandez described as
“one of our most ambitious novelas and original
productions that we’ve done.”

Hernandez knows you could probably copyright
the phrase “the Hispanic market is the
largest-growing demographic in the country,”
and she doesn’t see it slowing anytime soon.
“It’s a large demographic shift that’s already happened
in the country,” she said.

In fact, with the latest census projections showing
continued strong growth in the future, it’s the
dynamics of the market that will be changing. “It’s
not so much that the market will get smaller,” said
Hernandez. “It’s that the country and the fabric of
who we are as a Hispanic segment will continue
to evolve over time.” She noted how she has met
people who are “half-Jewish and half-Cuban.”

For years U.S. Hispanic TV viewers had a
Coke vs. Pepsi-like choice in Hispanic networks,
with Univision and Telemundo the only
players. Last summer, Fox International Channels
launched a third option with MundoFox.

Competition aside, Hernandez sees MundoFox
as another sign that the Hispanic market isn’t going
anywhere but up. “It reaffirms that there is a
big appetite for these consumers,” she said. “We’d
love to see the whole marketplace grow.”

Ties to the global breadth of the marketplace
were always a big part of Hernandez’s life, going
back to her days growing up in New York as the
daughter of parents from Spain.

And it’s not a stretch to argue that home life
led the bilingual Hernandez away from one
early career ambition—to be a lawyer—and
back to something closer to her heart.

In college, despite the knee-jerk idea of pursuing
law, she kept gravitating toward advertising,
marketing and art. And then a conversation
with her father during one of a summer
break convinced her to move away from a safer
choice and follow her passion. “That’s how it
all started for me,” Hernandez said.

Her first two jobs were writing for the Boston
Globe
and The Village Voice, before transitioning to
Time Inc., where she held a variety of positions,
most notably as publisher of People en Español
(she pulled double-duty in 2006, also serving as
publisher of Teen People). Hernandez joined Telemundo
in 2008 and has not looked back.

In fact, her forward-thinking moves and ideas
have led to much distinction in a 20-year career.
In 2011 she was named one of B&C’s “Next Wave
of Leaders,” and last month she was honored as
one of Multichannel News’ “Wonder Women.”

Hernandez sits on the board of the Advertising
Education Foundation and the Ballet
Hispanico. She is also on the council advisory
board of the New York Restoration Project and
New York City Mayor Michael Bloomberg’s
Latin Media and Entertainment Commission.

Hernandez was also instrumental in launching
the sales initiative Hispanics@NBCU in
2011, the aim of which was to better connect
marketers with the nation’s 50 million-plus Hispanic
consumers who are responsible for more
than $1.2 trillion in buying power.

Clearly, the multi-talented exec is in the right
place at the right time. As the still enthralled
Hernandez put it: “It’s exciting to be in the Hispanic
market right now.”

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Jacqueline Hernandez

Title:

COO, Telemundo Media

Education:

B.A., English literature/art history, Tufts University, 1988

Baruch College, MBA, 1994

Employment Highlights:

Director, international marketing/Latin America, Time magazine, 1995-2000

VP of integrated marketing and global sales sponsorships, Turner Broadcasting, 2000-04

Publisher, People en Español, 2004-08

Publisher, Teen People, 2006

Current title since 2008

Personal:

born Jan. 10, 1966; husband, Jack Rico

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