When Andres Chaparro arrived at Telemundo Denver in 2010, the station was small, serving as a cable network with a minimal local presence.
There was no news programming and only eight employees.
But in a market with only one other major player in Spanish-speaking news, Chaparro and the Telemundo executives saw an opportunity.
They started slow, partnering with another local news organization to produce a Spanish-speaking news program. Eventually, they took that production in-house.
“We capitalized on that opportunity and did it in a very slow pace,” Chaparro, Telemundo’s president and GM, said of Spanish-speaking news. “We needed to understand the consumer, because we couldn’t make mistakes.”
The Denver-area has responded to Telemundo’s local investment, allowing the station to grow to 45 employees with a full slate of weekday news programming.
In the station’s crowning achievement, Telemundo Denver was named 2017 Metro Market Television Station of the Year by the Colorado Broadcasters Association. Prior to Telemundo’s honor, Denver’s 9NEWS had won the award each year dating back to 2007.
Chaparro said Telemundo’s push to innovate is the primary reason for the station’s success.
“We need to listen to our consumers and industry trends, that comes with innovation. We innovate on the information we provide and how we deliver it,” he said. “We can serve all different consumers, but we have to innovate all the time and the only way we can do it is by listening to the consumer.”
The station opened a state-of-the-art facility in Dry Creek in 2015 and Chaparro said the technological improvements are key for Telemundo.
With a focus on breaking news and weather, Telemundo has ensured it has the resources to reach a wide audience, whether that’s on the television or on mobile.
“When it comes to innovation, we have to make sure we have the technology to deliver the information fast and on-time to our consumer,” he said.
Chaparro, who moved to the United States from Colombia in 1999, said Telemundo’s greatest success has been reaching and empowering the Hispanic community in the area.
He was quick to shift praise to his employees, lauding them for their efforts in moving the station forward.
“Innovation comes from within. Our best assets are our employees, they are the ones bringing the new ideas because they understand the market and they are living it,” he said. “They are our best and most important asset and that’s what keeps us moving forward.”
As Telemundo continues its rise in Denver, Chaparro said the station will look at further partnerships and events to connect with the Hispanic community and better serve their needs.
“By helping our community with events and information, we can build that rapport with them and they can trust us,” he said. “Our main goal is to better serve the Hispanic community and empower them.”
Disclosure: Comcast Denver is a Founding Partner of Colorado Inno.
