TeleFutura: working on counterprogramming and on better serving our client

Luis Fernández-Rocha, VP of TeleFutura, spoke to PRODU about his first directives as head of Univision’s sister network.They have focused on two fronts: counterprogramming, intended to offer the U.S. Hispanic viewer more product alternatives, and also working together with advertisers to understand their needs and catering to those needs by integrating them into the programming.“Our mission at TeleFutura is to offer a programming alternative to the U.S. Hispanic viewer, someone who needs and wants options. In other words, if Univisión is running telenovelas, we want to air other genres: movies or something like we are doing with Family Guy, which is a new genre to attract new audiences,” said Fernández-Rocha.The executive explained his experience in advertising will be very useful. In the areas of programming and production he will work alongside Carlos Bardasano Jr., whom he knows well and who has extensive experience in the field.“I’m also going be involved with sales. I love being around clients and listening to their ideas. It’s very important to know what the clients want to be able to produce content that works for them,” added Fernández-Rocha.