Adriana Cisneros of the Cisneros Group Inc.: I’m betting on digital 100 percent

The new CEO of the Cisneros Group, Adriana Cisneros, is betting on the digital business in a big way. Not only was Cisneros Media created as a result but it has become the umbrella of all the group’s companies. “This was the perfect time to create Cisneros Media. The digital phenomenon made us realize it wasn’t logical to have all our companies under different roofs. The perfect example of that is VeneMusic – having a recording label doesn’t mean it’s only for music to play on the radio – it’s also content, and the content is visual, digital. The content can be on all your platforms” she told PRODU.The executive noted that this new structure – lighter, more flexible and transparent – will aid their work. “I’m betting on digital 100 percent. The big challenge is being able to monetize all these digital efforts, but my bet is on digital. I want to grow the company at the same rate that we’ve been doing for these 85 years” she said. Asked about Venevision’s importance for the group, she said that “we’re a Venezuelan company and we’ll always be on television in Venezuela. In business terms, Venezuela represents 15 percent of our portfolio. We have a strong, healthy business in the United States, and we’re growing in Colombia, Peru, Ecuador, Chile and Brazil with our digital businesses. We feel good and ready for the coming years, though Venezuela’s inflation is the big challenge of the moment”.