Scripps Selects A Univision Vet To Lead A Former Cordillera Property

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In October 2018, The E.W. Scripps Company made it clear that its future financial success lies not with AM and FM broadcasts but with digital audio technology and measurement services and the ownership of over-the-air television stations.


The company with TV stations overseen by Local Media President Brian Lawlor agreed to acquire 15 of 16 properties as part of a wind-down in operations by Cordillera Communications. One of those stations is in Corpus Christi, Tex., and is now getting a new VP/GM.

Taking the role is Ramon Pineda, who is charged with leading NBC affiliate KRIS-6 and K22JA-D, virtual channel 47.2 — an unaffiliated station serving the market.

Pineda will also oversee sales efforts for KRIS-6.2, which airs CW+ network programming, once he starts on June 29.

Pineda is a well-known figure in Hispanic media. He joins Scripps after exiting Univision Communications in December 2019, concluding a 17 1/2-year career at the company. Pineda first joined the company as VP/GM of its Arizona operations in 2002, and in 2005 moved to New York to serve as its SVP/GM. In July 2017, he was promoted to President and Regional Director of Unvision’s Puerto Rico, Atlanta, Philadelphia and Raleigh operations, stepping away from the Gotham operation.

Before joining Univision, Pineda served as VP/GM of NBCUniversal Telemundo Enterprises O&O WNJU-47 in New York. From 1995-2000, he was President of Interep-owned Caballero Spanish Media Inc.

“Ramon is a highly skilled broadcast leader whose vast industry experience and dedication to serving the community make him an ideal candidate to lead our Corpus Christi operations,” Lawlor said. “I’m thrilled to have someone with Ramon’s talents joining Scripps.”

Early career stops include Vivamerica Group and GEMS Television, the original identity of the NBCU Universo cable TV channel.

“I am thrilled to bring my experience serving Hispanic America to the team at KRIS,” said Pineda. “I look forward to helping the station further expand its audience and deepen its commitment to the Corpus Christi community.”

Corpus Christi, Tex., is market No. 128 in the Nielsen Media 2020 DMA rankings.

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