With over four decades of experience in the media sector, José Cancela, currently serving as the president of Telemundo Station Group for a second tenure, has become a pivotal figure in the U.S. Hispanic industry. Known for his influential roles at both Univision and Telemundo, Cancela shares his journey from an accidental entry into broadcasting to becoming one of the foremost executives in this market. In an engaging interview, he discussed the evolution of live television, the transformation of broadcast TV, and the burgeoning FAST (Free Ad-Supported Streaming TV) platforms. His insights highlight the resilience and adaptability of traditional media in the face of digital advancements.
Cancela’s career began unexpectedly in 1971 when he was invited by Joaquín Zelaya from Canal 23 to join the industry. Initially hesitant, Cancela eventually took the plunge during the Calle Ocho Festival, marking the start of a storied career. Back then, the landscape was vastly different, with each market operating independently and live programming dominating the airwaves. Today, Cancela sees a resurgence in live content, particularly news, which remains central to local stations in the U.S. and Latin America. He emphasizes that live broadcasts foster a deeper connection with viewers, making them more competitive in today's diverse entertainment arena.
One of Cancela’s key observations is the ongoing transformation of linear TV. Drawing a parallel with La Guardia Airport, he likens this process to rebuilding atop existing structures. At Telemundo, the traditional stations serve as the foundation, while new digital resources complement them. This hybrid model was exemplified during the Olympics, where NBC offered a seamless digital and linear viewing experience, breaking records in both formats. Cancela believes that selling impressions across platforms—whether digital or linear—will be crucial for advertisers moving forward. Despite challenges in measuring impressions accurately, he remains optimistic about bridging the gap between digital and traditional metrics.
The rise of FAST platforms like Roku and Amazon has opened new avenues for monetization. Telemundo was among the early adopters, launching several FAST channels that have seen significant growth in audience and revenue. Cancela underscores the importance of investing in technology and programming to sustain this momentum. For him, the success of these channels lies in their ability to provide relevant news and address community needs, thereby fostering a stronger connection with viewers.
Looking ahead, Cancela is bullish on the future of the U.S. Hispanic market. He points out that for the first time in history, an immigrant group has established a robust ecosystem in its native language, spanning various media forms. This vibrant Spanish-speaking community ensures the continued strength and relevance of Spanish-language media. Leadership, according to Cancela, requires a commitment to responsibility, fairness, and dedication to drive organizational success. As the industry evolves, his vision and experience will undoubtedly play a vital role in shaping its future trajectory.