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Business Week's L.A. bureau chief Ron Grover has a media piece in this issue on Jerrold Perenchio, the "heavyweight on Latin airwaves" who has also been a big money player in L.A. and national politics. Grover leads with this:
The most powerful mogul in Spanish TV distrusts the media, rarely gives interviews, and doesn't even speak Spanish. He's a jet-hopping, 73-year-old former boxing promoter who pals around with George Bush (41 and 43) and lives in the sprawling Bel Air (Calif.) mansion featured in the 1960s sitcom The Beverly Hillbillies. He loves throwing lavish parties -- once he even flew in Henry Mancini and Andy Williams to perform at his son's 1981 wedding. Still, to most people in Hollywood, where as a talent agent he once championed the careers of Elizabeth Taylor and Marlon Brando, Jerry Perenchio is an enigma.
Tell me you wouldn't read that. Then he follows:
Univision draws more young viewers in prime time than MTV and more men than ESPN, according to Nielsen. And in Hispanic-rich markets such as Los Angeles, Miami, and Phoenix, it often beats English-language rivals to snare the younger viewers advertisers crave...Perhaps more than any other media company, Univision reflects the secretive, often combative personality of its boss. The onetime college boxer was well into his 60s when he wrestled a business partner on a snowy sidewalk outside a Manhattan restaurant over who got to pick up the check. At Univision, Perenchio rules with a 20-point manifesto that demands that employees think big, avoid mistakes, practice teamwork, and "hire people smarter and better than you." The No. 1 rule: "Stay clear of the press. Stay out of the spotlight. It fades your suit. Only promote the brands."
Perenchio is hardly a Howard Hughes-like recluse, though. He and his third wife, Margie, are spotted at movie premieres and courtside at Los Angeles Lakers games. And he is not shy about throwing his support to politicians; he has donated millions to high-profile Democrats and Republicans in recent years. "He's one of the most powerful guys in this city, but he doesn't like being in the limelight much," says former Warner Bros. Chairman Robert Daly, who plays in a regular poker game with Perenchio. "He just likes people to leave him alone."
No, Perenchio wouldn't be interviewed for the BW story. (Via I Want Media)
Previously on L.A. Observed: Perenchio on the move again, Univision fight all about voters?
Maybe, R, the LA Times didn't answer all those brilliant questions because the piece was in BUSINESS WEEK, you jackass.
Posted by: Ricey at August 4, 2004 07:44 AMWhen my immigrant parents came to this country they came to become Americans. If they had liked their home country and its language that much they would have stayed there. Ramos lives well because he speaks Spanish well- he could do well economically without English. But most people born and raised in the US will not be employed by a Spanish-language enterprise. His advice and counsel may well be of assistance for those who will. But for the rest, the vast majority, I advise you to learn English, to master English and make it your own. That will be the key to your success here. If you want another language you can always learn it. The larger society does not owe you a duty to teach it to you. If Ramos speaks for anyone he speaks for the economic interests to those to whom he owes his living. It is in their interest to keep the viewers of their two-bit soap operas entranced. Shut off the TV, get off that sofa and read a book- written in English!
Posted by: rod at August 4, 2004 11:47 AMJerry Perenchio has a co-executive producer credit on one of my all-time favorite movies--Blade Runner.
Posted by: Greg L at August 4, 2004 11:50 AMRicey,
Oh you're right. Saw the name, skipped to the quote, and there I am, picking on the LA times for their lack of reporting on a mexcian based billionaire, intimating that their staff of journalists would rather stay alive than look in the back door to see what's up.
I'll still say the LA times are derilect in their duties, along with many other american publications.
Maybe the numerous serious death threats some of our busybody california congressmen have enjoyed as well as assorted assasinations of journalists in mexico is killing off the LA times (and business week) sense of adventure.
Posted by: R at August 4, 2004 12:19 PMMexican-based? The dude lives in Bel-Air and Malibu and doesn't even speak Spanish. He made his billions providing TV to latinos in the United States.
Can't wait to read your own muckraking piece into the secret Eme connection behind all this.
As an Hispanic marketer of premium brands, hearing that Univision's ratings are "higher" than ESPN's, etc. etc. doesn't impress me one bit. It's the old adage of quality over quantity. I'm interested in quality viewers that meet my income and education targets (not to mention the low-quality and cheesy programming on Univision--I'll ESPN's and CBS's Hispanic viewers over Univision's any day). The "evilness" (obviously my word) in Perrenchio's "aggressiveness" to get advertisers to pay his ridiculous high rates is that Univision never has and never will deliver the attractive income, education and lifestyle demographics that an ESPN, CBS, Fox, CNN do. Remember, it's not SHOCKING that a Univision "beats" out other TV channels in many markets....it only competes against one other Spanish-language TV network....think about how many more TV channels ANY English-language TV network has to compete against....you need to know calculus to figure it out. I'm a Mexican-born, bilingual Latino--and I'll take my HBO any day.
Posted by: Manny at August 7, 2004 10:59 AM
of LA Observed
Kicking ESPN is no big feat. This blog is closing in on that achievement.
I wonder why the LAT didn't share the fact that Univision often kicks the ass of UPN and the WB in major market ratings?
I also wonder why the times didn't mention the wonderful new book that UNI's most popular longtime news anchor has published recently?
http://www.amazon.com/exec/obidos/tg/detail/-/0060572019/vdare/002-1414829-4380839
Now, isn't that special? Cocky little guy, this Ramos. He sure has a winning attitude, and you would too, if you regularly kicked Jennings, Rather, and Brokaw ass in New York, Chicago, LA, and other major cities. Here's an excerpt from the recent book authored by this forward thinker:
"I'm not one of those people who thinks that the common bond that unites those of us who live in the United States is the English language. No, I believe that this country's two main characteristics are its acceptance of immigrants and its tolerance for diversity. These things are what bind us together; we're here thanks to these unifying principles. That's what it means to be an American. Not your ability to speak English. Talk to me in Spanish … or at least try. I sometimes go entire days without having to speak a single word of English…"
That's like me. When I go to France, I take pride in how long I can go without indulging myself in the language of those french people, and believe you me, they learn to speak english if they want my company.
Perhaps he's right that our common thread is acceptance of foreign cultures taking power. Our native Indians did it, and look at them now. They're making a lot of money, and living the high life! I wouldn't have identified this proven, working factor, if it weren't for the logic of Mr. Ramos.
"But while no fighting is taking place on the military or legal fronts, there is fighting going on culturally. It's the Reconquest. Latinos are culturally reconquering lands that once were part of the Spanish empire…"
Speaking non-partially, I consider this an inspired choice for a conquest. Now why the hell didn't Bush try this in Iraq? There's no need for bearing arms and going toe to toe. Just find the land you wish to dominate, and simply move the soldiers and their families in! Get 'em jobs, driver's licences, and voila! We're conquered! Encourage the staunchest opponents to move to Santa Clarita, and let the mountain lions take care of the details.
Perhaps Mr. Ramos needs to review Mr. Perenchio's corporate manifesto before a lot of Bush supporters see it, since Mr. Perenchio and President Bush are awfully good friends, and Bush's supporters, many being being diehard fans of US history, may... respond emotionally.
I have to give Kudos to Mr. Perenchio though. I imagine it's darned hard to become a billionaire in a country teetering on third world status, occasional humiliating US bailouts, and an all time number of economic refugees, what with all the drug lords, it must be hard to do, and keep your nose clean.
I wonder how he does it, while maintaining his favored low profile?
I wonder if the LA times wonders?
They seem to like him a lot. They should try to find out.
Posted by: R at August 4, 2004 12:20 AM