For Better or Worse?

NBC's purchase of Telemundo raises concerns about Latinos on staff and in news coverage

by Verónica Villafañe

In an ever-changing media world, in which fewer companies own more broadcast stations and mergers mean massive lay-offs as part of the cost-cutting consolidation process, many employees tremble when they hear their company is about to be bought -- especially if the station is in the same market.

We've seen it happen over and over again in the past two years, after the FCC lifted the restrictions on duopolies -- people losing their jobs, giving the company a larger profit margin. It's inevitable; news has become a business.

But here's an interesting case, one that has no precedent: A top English-language network forking out almost $2 billion to own the second-largest Hispanic network in the United States. This means there will be many duopolies across the country, with NBC owning English and Spanish-language stations. How will it work? If there are layoffs, how will they be determined?

Back in October 2001, when Joe McNamara, Telemundo Network president, and NBC Chairman Bob Wright announced the deal, the executives said both networks would profit from their alliance. Months later, that enthusiasm remains strong. Although the FCC has not yet given final approval, there is an "integration team" taking a close look at how the Spanish-language network operates.

"We're going to create the best Spanish-language news," says Ramón Escobar, vice president of live news programming for MSNBC. "There will be more resources for Telemundo to produce news."

The excitement was not initially shared by the National Latino Media Council. This coalition of Latino organizations, which includes the National Council of La Raza (NCLR), the National Hispanic Media Coalition (NHMC) and the League of Latin American Citizens (LULAC) among others, filed a petition with the FCC opposing the merger, asking the commission to deny the approval of the purchase.

"...The merger between NBC and Telemundo is not in the best interest of Latinos and does not serve the public interest," former Congressman Esteban Torres, chair of the Council, argued in a press release. NCLR President Raul Yzaguirre sided with him: "The NBC-Telemundo merger means that the programming aimed at Latino audiences is in the hands of non-Latinos, and we cannot dismiss the importance of Latino ownership."

But Escobar insists that should not be an issue. "There's a real focus on making sure there is senior Latino management. We're leaving the current Telemundo management in place because we think they've done a great job." He also points out that the merger will give Telemundo employees more choices and opportunities for career growth within the company, including the possibility to cross over to NBC local stations, the NBC network or to MSNBC.

NCLR Vice President Lisa Navarrete says, "Those opportunities were never outlined anywhere. We know that when mergers happen, the junior partner loses out. We want more specifics or an outline of these wonderful benefits to be in written form. Our skepticism is based on what we see is happing right now at NBC and we don't think it shows good things for the Latino community."

"We have really been pushing on the Latino front. In terms of diversity on the air, things have gotten a lot better at NBC," says Escobar, who argues the commitment to diversity is firm, listing several names of Latino talent on NBC air, such as Jim Avila, Soledad O'Brien, Rick Sanchez and Natalie Morales, among others.

In addition, he points out that both networks will be "covering stories that perhaps were never thought of" by sharing editorial content and experience. He says Latino viewership of both networks will benefit.

NBC officials have met with members of the coalition to discuss their concerns and to provide them with more information on the merger.

"We're not just singling them out," says Navarrete. "This is a widespread concern. The issues that we're raising with NBC are not issues just solely pertinent to NBC. We have concerns with how every other network is dealing with our community. We are concerned Spanish-language media not owned by Latinos.

"These are issues much broader than NBC and Telemundo. The fact that NBC bought Telemundo gives us the opportunity to weigh in formally on this issue." She admits they're also looking at Univision and in that case will take the appropriate action when the time comes: "You need to have a platform, you just can't oppose people."

What would put the coalition at ease? "We would like to see a written plan from NBC and Telemundo addressing the issues we raised in the petition: employment, programming and procurement," says Navarrete, adding that the NCLR wants more guarantees for the Latino community.

Escobar admits there will be changes when they take over, but wouldn't specify. "In terms of an operational plan … we're not there yet."

Will there be lay-offs? Possibly. "The idea of Latinos being laid off? The issue is we want to leverage their skills and power, not get rid of it. … This is not about how many heads we're going to cut off. People are going to be judged on their merit. GE (General Electric, the parent company of NBC) and NBC have always been about merit. … We want to do things right."

Verónica Villafañe is an Emmy award-winning television writer and reporter, with more than 12 years of research and reporting experience. She has worked with numerous television networks in California, including Fox-11 News, CBS Telenoticias, Sky-TV (London), Reuters Television, NBC, CNN-Spanish, Univisión and Telemundo Networks. She currently freelances at KMEX-34, L.A.'s local Univision station and writes for several Web sites and a newspaper. She is a journalism graduate from the University of the Saviour, in Argentina. She can be reached at villafane@earthlink.net.