U.S. HISPANIC Versión en español
José Cancela from Telemundo: “Live Television is Making a Comeback”
29 de enero de 2025
José Cancela: "At Telemundo, we’re building new stations on top of traditional ones"
With 46 years of experience in media, José Cancela, president of Telemundo Station Group (for the second time), is a pioneer in the U.S. Hispanic industry. Having held significant roles at Univision and Telemundo, he is considered one of the top executives and broadcasters in this market.
HIS BEGINNINGS IN THE INDUSTRY
In an interview on #PRODUprimetime with Ríchard Izarra, Cancela shared that he entered the industry “by accident” in 1971 at 21. Having left the Air Force, he was delivering water during the day and selling firearms at night. One day, Joaquín Zelaya from Canal 23 invited him for an interview.
“I told him: ‘I’m fine with my water and guns. I don’t know much about the Hispanic market.’ A few months later, during the Calle Ocho Festival, I ran into him again, and he said, ‘There’s still an opportunity because I believe you’re good at this.’ I figured I had nothing to lose, visited the channel with Zelaya, and got the job. Back then, Univision didn’t exist, and TV was all live, mixed with some soap operas, with each market operating independently,” he recalled.
He noted that live TV is returning: “The biggest opportunities in our business are live programming, like news, which dominates in local stations in the U.S. and Latin America. There’s a movement to preserve live TV.”
Cancela mentioned the late Alberto Ciurana, who championed live programming during his time at TV Azteca. While many thought it was a crazy idea, he was right—being live connects with viewers and competes effectively in today’s vast entertainment landscape.
TRANSFORMING BROADCAST TV
Cancela believes linear TV is transforming and won’t disappear. He compared it to New York’s La Guardia Airport, which was rebuilt atop the old one: “At Telemundo, we’re building new stations on top of traditional ones. The linear side serves as the foundation, providing the strength to support digital resources, which complement each other. A great example is the Olympics: NBC offered a digital, live experience during the day from France, and at night, we aired a recap program. Digital and linear ratings broke records, proving they can coexist and support each other.”
This coexistence is marketed to advertisers as impressions, moving past traditional rating sales: “We sell impressions, whether digital or linear. Those impressions are interchangeable, uniting both worlds. Companies trying to separate them will face challenges, as the industry is heading in this direction. The saying ‘Content is king’ remains true, but now, people can watch on a TV, phone, or tablet and return to the main screen later.”
Cancela pointed out the disadvantage linear TV faces in how impressions are measured compared to digital: “A digital impression can count just one second of a video, which isn’t enough to capture anything. Meanwhile, linear TV ensures a proper impression. However, digital has its own rules, and we’re working to level the playing field. Until then, it’s somewhat unfair.”
MONETIZING FAST PLATFORMS
For Cancela, platforms like Roku and Amazon, especially Roku, dominate the FAST (Free Ad-Supported Streaming TV) space, which is now monetizing effectively and growing rapidly.
“It’s a crucial area for us. We were among the first divisions to launch FAST channels. Today, all NBC stations have their own, and Telemundo has four, with three more planned. Our FAST channel in Florida leads in impressions across all we operate. This audience is growing, and monetization is increasing significantly,” he noted.
Launching a FAST channel requires technology and programming. Telemundo’s channels focus on news, supported by a dedicated team. “It’s an investment that’s beginning to pay off and will yield even greater results in the future. FAST is a growing business and will play an important role in our future metrics.”
He emphasized the importance of reporters being on the ground to connect with audiences, address current issues, and meet community needs. “Our newscasts go beyond informing; they’re part of community support.”
THE HISPANIC MARKET
When asked if the Hispanic market will continue to grow, Cancela sees significant opportunities for growth and monetization: “This is a business, and we must adapt to market needs. But there’s no doubt that the U.S. Hispanic industry is in a strong position.”
He highlighted that, for the first time in U.S. history, an immigrant group has built a powerful ecosystem in its language: “The vibrant Spanish-speaking ecosystem spans radio, YouTube channels, influencers, music, and fashion. This ensures that our language remains strong and vibrant, giving Spanish-language media a leading role in daily life.”
Finally, when asked about the qualities required to lead a group, Cancela said leadership demands responsibility, fairness, and dedication to ensure the organization works effectively.
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