KWHY Lures Talent From Rival Station

Spanish-language KWHY-TV Channel 22 in Los Angeles on Monday lured an on-air personality away from its crosstown rival, KMEX-TV Channel 34, to help launch an evening game show scheduled to premiere in mid-April.

Francisco Javier Quiroz has been a weather forecaster for Univision Communications Inc.’s flagship station for five years. Until this week, Quiroz appeared on the popular early morning newscast. His older brother, Guillermo Quiroz, is a meteorologist for KMEX’s 6 p.m. and 11 p.m. newscasts.

In his new role at Telemundo Communications Group Inc.’s KWHY, Francisco Quiroz, 34, will be host of “Jugar Ganar” (“Play to Win”). Channel 22 is the smallest of three TV stations in Los Angeles owned by NBC and parent General Electric Co. The show -- which will give contestants a chance to win $100,000 -- will be produced in Los Angeles.

“Jugar Ganar” probably will air at 6 p.m., against tough competition. During the November sweeps, the 6 p.m. news on KMEX drew more viewers in the 18-to-49 age category than any other station in Los Angeles, including English-language stations. The show also would compete with news on Telemundo’s larger Los Angeles station, KVEA-TV Channel 52.

The move is in keeping with Telemundo’s strategy of offering alternative programming on Channel 22. “We’re going to be giving the audience in Los Angeles something they don’t currently have,” said Manuel Abud, general manager of the Telemundo stations in Los Angeles.

KMEX officials declined to comment. A year ago, Telemundo hired longtime news anchor Eduardo Quezada from KMEX.