Univision eyes Kern
| Friday, Feb 10 2006 12:44 PM
Last Updated Saturday, Mar 28 2009 12:10 PM
Damaris Aguirre's job as a hairstylist can keep her too busy to watch television. But when she gets the chance, the Bakersfield resident usually clicks to the local Spanish-language Univision channel -- though she thinks the channel could improve. "I'd like to see more things helpful to me," Aguirre said in Spanish, as she trimmed a man's hair at Latino Beauty Salon in east Bakersfield. "On Univision, I see a lot of news about Fresno. I want to hear about Bakersfield -- what are the good things happening here, what are the different point of views, what are the changes?" Spanish-language viewers like Aguirre may respond to Univision's coming changes locally. Univision will soon open a $1.1 million television production facility at 5801 Truxtun Ave. in Bakersfield. The move is part of Univision's long-range goal to make Kern County a centerpiece within its organization, said Maria Gutierrez general manager of KABE and KFTV in Fresno. "If I were to sum up what our goals are locally, it would have to be the creation of a premier television station that includes more local (Hispanic) programming and news," Gutierrez said. Univision currently operates its Spanish-language station KABE and KUVI, the local UPN affiliate, from space on Sillect Avenue. Operations will begin in the new 15,257-square-foot Truxtun Avenue building in September. Univision is one of two local Spanish television stations catering to Latinos. The other is Telemundo, which currently does not air any local news and does only one locally produced, community-issues program. But Telemundo officials say they are not worried about Univision's expansion. "We will keep our share of the market," said Salvador Cervantes, a Telemundo account executive for the local TELE channel. "I don't see any actual threat to Telemundo." He added that Telemundo in Bakersfield targets local businesses while Univision has more of a national focus. "It's going to be a great opportunity for the Spanish-speaking viewers," Cervantes said. "I see the viewer as the winner in all of this." It's a smart move for the Univision network as the Hispanic market continues to grow not only in Bakersfield, but in the southern San Joaquin Valley, said Arnulfo Rivas, general manager of the local spanish-language KMYX 92.5 FM Radio Campesina, or farm worker radio. Radio Campesina has a number of Spanish-language radio stations in the south valley and other states. "Bakersfield was a little behind as far as information goes," Rivas said. "But it was just a matter of time for Univision to make their move. Five years ago, they didn't even have an office in Bakersfield." Rivas said Hispanics are thirsty for local information. "There's a lot of local issues that are not being addressed, but geared toward the Hispanic market," Rivas said. With Univision's new plans, residents "are going to be well-informed with what's happening locally." Luz Garcia agreed. The mother of four and grandmother of eight enjoys Spanish soap operas but is looking forward to Univision's plans for more local programming -- especially local news. She gets most of her news from Univision. "I like the idea," she said. "The news on Univision usually shows what's happening in Fresno or Los Angeles. I'd like to hear more about Bakersfield." Univision Communications is the fifth-largest television network in the nation, reaching 92 percent of Hispanic households through its owned-and-operated stations, 33 broadcast affiliates and 1,164 cable affiliates nationwide. While the majority of Hispanic programming on Univision's KABE originates out of Fresno, two shows -- "Kern County at Large" and "Bakersfield Aldia" -- are produced locally. Local news segments are also aired during Univision's weekday regional newscast -- "Noticias 21." Though it may take 12 to 18 months before KABE's audience notices any significant change in local programs, Gutierrez said, change is inevitable. "This television market represents one of the best, most dynamic in all of Univision," Gutierrez said. "It's an incredible growth area that we believe is going to continue growing." Univision estimates that Kern's Hispanic population will reach 239,307 (or 43 percent of residents) by 2004. "At one time, Bakersfield was the 33rd-largest Hispanic television market in the country, then we jumped to 30, and now we're at 29," Gutierrez said. "In a year or two, we're going to be even higher." Overall, Bakersfield is the nation's 130th-largest television market. Although Univision's top-rated shows are its telenovelas (or soap operas), "Bakersfield Al Dia," or Bakersfield Everyday, has a surprisingly large local audience. The 30-minute show is topic oriented and covers issues such as healthy families, drug prevention and domestic violence. "A public-service show is not the typical program that people make a point to watch," Gutierrez said. "But what we have found is actually the opposite with 'Bakersfield Al Dia.' People are making appointments to watch." "Bakersfield Aldia" consistently attracts between 2 and 3 percent of adult television viewers, "ratings virtually unheard of for similar shows on either English or Spanish stations," Gutierrez said. Univision began broadcasting in Kern County in 1981. However, it wasn't until the purchase of Channel 45 -- the UPN affiliate -- in October 1997 that Univision began to grow locally. Prior to 1997, Univision had only two employees. The company now employs about 45. Gutierrez expects to hire as many as 15 more employees in about 18 months. Univision plans to fill positions across the board, including camera operators, news broadcasters, production assistants and account executives. Univision is headquartered in Los Angeles, with network operations in Miami and television stations and sales offices in major cities throughout the United States. Completion of the December sale of 13 television stations owned by USA Networks Inc. to Univision is still pending Federal Communications Commission approval. The deal was reported to be worth $1.1 billion.
