Alan Sokol of Hemisphere: “The Future Lies In Producing And Distributing Content Where The Audience Is”

Alan Sokol, president and CEO of Hemisphere Media Group, has built a reputation as a deeply knowledgeable executive in the Spanish-language media business. His vision was behind the 1999 purchase of Telemundo and its successful sale to NBCUniversal in 2003. A passionate advocate for Hispanic TV, Sokol believes that “the future lies in producing and distributing content where the audience is,” as he stated on PRODUprimetime with Ríchard Izarra.

“The future is content—it’s about producing and distributing content where the audience is. If the audience enjoys watching TV or video content on YouTube, apps, or streaming services like Netflix or other platforms, that is television—and you need to be where the audience is. We produce and distribute the kind of content that audiences enjoy,” said Sokol.

THE GOAL IS TO STAY AHEAD OF THE CURVE

When asked about the current state of the TV business, Sokol responded: “It’s a complex world with many forces at play, and the goal is to stay ahead. I believe we’ve done that: we have four FAST channels, a very large and strong AVOD business, and at the same time, our traditional business performs very well. We distribute our content across all the major platforms—ViX, Tubi, Pluto, Roku, Samsung—and we have advertising partnerships with them. But what really works is the content we have. We’re experts at identifying and acquiring content that resonates with audiences. We know this audience better than any other U.S. company.”

PUERTO RICAN AUDIENCES FAVOR LINEAR TV AND TRADITIONAL RADIO

Hemisphere Media Group recently acquired a radio station in Puerto Rico. Sokol explained that legacy media—namely radio and linear TV—“still have value, especially in a market like Puerto Rico. Puerto Rico is an old-fashioned market where people love linear TV and traditional radio. The ratings we have on WAPA now are like the ratings CBS, NBC, and ABC had 40 or 50 years ago. It’s an incredible linear TV consumption market. We’re getting a 7-8 point rating in the Adults 25–54 demographic during primetime every day. It’s an unbelievable case. That’s more than all five U.S. broadcast networks combined.”

He added that WAPA’s 16 consecutive years as the ratings leader in Puerto Rico is “an incredible record. We have strong competition in Puerto Rico—Telemundo, and for many years Univision, now Liberman, cable, and other media. It’s been an unmatched success.”

WAPA’S SUCCESS AND JIMMY ARTEAGA’S ROLE

Regarding the acquisition of WAPA TV, Sokol recalled buying the channel in 2007, 18 years ago, and saw it as a great opportunity because Puerto Rico was “obsessed” with TV and news.

“I believed there was an opportunity. At that time, Puerto Rico had Univision and Telemundo, but there was no local channel—and we saw a good opportunity to plant our flag and become the local channel for Puerto Rico, with the best local news and production. It’s expensive to produce locally, but it’s worth it.”

On Jimmy Arteaga Grustein, President of Programming, Production and Promotions at WAPA TV and Chief Content Officer at Hemisphere, Sokol said he is “the best programmer, not just in Latin America, but in the world. Jimmy Arteaga is a programming savant,” he declared. He added that the WAPA TV team is *“excellent, innovative, thoughtful—they live and breathe TV.”

In closing, Sokol said he feels fulfilled by the work he has done—but emphasized that “I still have a lot more to do and many more, even bigger, goals to accomplish.”