KTVW Univision

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KTVW Univision 33 finished as the most watched television station in Phoenix among adults 18-49 in May 2011 ratings periods.
Victor Hugo Rodriguez, Univision reporter, talks about the ranking and the station’s news and programming.

José Cárdenas: Thank you for joining us. I'm José Cárdenas. The results of the may broadcast ratings show that KTVW Univision 33, channel 33, again is the number one television station in the Phoenix area among adults 18-to-49. Here to talk about what is making Univision Phoenix successful is Victor Hugo Rodriguez, a reporter from KTVW Univision 33 Phoenix. Victor, welcome to "Horizonte."

Victor Hugo Rodriguez: Thank you for having us, José.

José Cárdenas: You're one of the anchors for the news broadcast.

Victor Hugo Rodriguez: I'm a news reporter, I've been working for Univision for the last seven years and that's the key to their success, they have been able to keep the talent for this long, in a city like Phoenix and we've been able to establish a good relationship with the community. So they relied on us and they see us as the role model to be able to continue, whether it would be education, to go to college, and we've also been able to work closely with the community and role models for our community.

José Cárdenas: Now, the national network established itself in a number of markets. They're number one, the news programs, for example, in Los Angeles and other major cities. The ratings that came out, that I read, make them one of the top networks in the country. And locally. What do you attribute that to? You mentioned factors, the longevity of the people who work for the station. What else is Univision Phoenix doing that accounts for such loyalty among the viewers?

Victor Hugo Rodriguez: At the national level, I think it's been that people have been able to connect with our program. Univision is shown in 18 other Latin American countries and we get our programming and when people come to the United States and flipping through the channel, they're able to connect with the programming and it's become very cultural. Like people -- people can relate to what we provide, the resources that we have for them. And -- and we have -- at the local level, we've been able to do a lot of civic engagement, working closely with the community to make sure they're ready to become U.S. citizens to do it and vote and the Latino population has grown and we want to make sure we push for them to register and that's been the key that we worked with the community, they can connect with us and they can relate to what we have.

José Cárdenas: I know that what I do -- when I watch, the breadth the information, the resources you were talking about. You have correspondents all over the world, so you get a broad sense of the picture and locally you have coverage that complements that and dealing on issues that are of importance to the Hispanic community, such as immigration.

Victor Hugo Rodriguez: Basically what we do with the immigration issue, we've been -- I think that has been the engine for a lot of people to get involved with -- with -- to register and vote. To get more involved with politics and everything going on with the community. I think those Latinos who wouldn't even register to vote or who have the mentality that their vote didn't count, I think with all of the information we've provided them and the tools, and I think the community has -- you know, has been very involved. And we have all of these activities for making sure that the Latinos actually register and we have been doing more civic engagement.

José Cárdenas: Talking about not only the news coverage that you provide, you and your fellow reporters but the programs that Univision does locally. Give us an example that you do when you talk of civic engagement?

Victor Hugo Rodriguez: Last Saturday and for the last few weeks, we have a campaign, this is the time -- we're making sure that people who are ready to become U.S. citizens, we're making sure they do so. Once they're U.S. citizens they can register and vote and we're also trying to -- like tomorrow, we have 33 on your side, and tomorrow, we're going to focus on making sure that people participate in local elections. And we're going to be talking about that and -- and so there are so many -- we're able to connect with the community in many ways that -- that -- we also provide resources that they need to be able to participate with the community.

José Cárdenas: I understand you're also dealing with environmental issues out in the community. Give us examples of that.

Victor Hugo Rodriguez: We have a segment and we're also trying to make sure it's -- you know, we're showing people, or, our viewers, the different ways they can participate and get involved with everything that's going on in order -- you know, we go to different communities and places, and we -- we're trying to educate and empower and inform the community in many different ways to make sure that they -- they're in tune with what's going on.

José Cárdenas: Victor Rodriguez, channel 33, thank you for joining us and congratulations on your station's success.

Victor Hugo Rodriguez: Thank you very much.
José Cárdenas: Our pleasure.

Victor Hugo Rodriguez: Reporter, KTVW Univision 33;

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