Univision poised for gains, CEO says

Spanish-language media giant Univision Communications is banking on its spicy soap operas, results of the 2010 census, a resurgent advertising market and plenty of soccer to propel it to profitability.

The New York-based company, which went private in 2007 in a leveraged buyout that left it burdened with nearly $10 billion in debt, has struggled during the last two years amid a dramatic pull-back in advertising spending and a costly legal feud with its programming partner from Mexico, Grupo Televisa.

On Thursday, Univision Chief Executive Joe Uva told advertisers gathered at the Jazz at Lincoln Center theater in New York that Univision was poised for gains. He said the results of the 2010 census, which will be released in April 2011, should reveal that more than 50 million Latinos live in the U.S.

“We are at a tipping point,” Uva said. “The Hispanic population is significant. It is closing in on the size of the population of Italy.”

The company runs three TV networks with its flagship Univision network ranking as the fifth-largest in the U.S. behind CBS, Fox, ABC and NBC.

Uva announced a slate of 20 new shows, including the first prime-time telenovela produced by the newly launched Univision Studios. The company formed the studio late last year to reduce its reliance on Televisa.

Univision executives called the new telenovela, “Eva Luna,” one of their most expensive and ambitious projects to date. Co-produced by Venezuela’s Venevision, the program is billed as a “modern love story” about a Los Angeles advertising executive whose character Univision hopes will resonate with the advertising buyers it has been tenaciously courting.

Univision also announced that it has acquired the Spanish-language TV and digital media rights to the popular Mexican national soccer team’s games after this year’s World Cup. Competitor Telemundo currently holds the rights to the Mexican national team’s games.

“This solidifies our soccer strategy for the next four years,” said Uva. Univision is also broadcasting next month’s FIFA World Cup, the sport’s biggest event.

Despite attracting millions of loyal viewers, the company has been stymied in its attempts to increase its advertising rates to match those charged by English-language broadcasters.

Network executives are more optimistic this year because advertisers —- including automakers and local car dealers — appear more willing to spend money on TV ads. Analysts have predicted a robust advertising market.

meg.james@latimes.com