English or Español – Was Anything Lost in the Translation?

Eduardo Caballero is a pioneer in Hispanic broadcasting and 40 year veteran of Spanish-language television and radio broadcasting.

He began his career in broadcasting in 1962, working as a radio salesman at WBNX-AM in New York City. By 1963, Caballero had become the nation’s first Hispanic General Sales Manager at a U.S. radio station. From radio, Caballero moved to Spanish television in 1968, as Vice President/ Director of Sales at Spanish International Network TV (now Univision).

Caballero is best known for starting in 1974 Caballero Spanish Media, the nation’s first and largest Spanish radio rep firm, which he sold to Interep in October of 1995. Caballero Spanish Media represented over 130 Spanish radio stations, covering 90% of Hispanic consumers in the United States.

In October, 1998, Caballero returned to the television industry by launching the nation’s first Spanish music television network, MásMúsica TeVe with programming dedicated to young Hispanics.

Caballero, who is the force behind the formation of the Association of Hispanic Advertising Agencies (AHAA), was the first inductee to Hispanic Business Magazine’s Se Habla Español Hall of Fame. He is an active board member of many civic and professional organizations, including the Advertising Council, Voice of America, National Association of Broadcasters, the National Drop-Out Prevention Foundation, and member of the Marketing Advisory Board of the U.S. Postal Service.

In April, 2000, Caballero was honored with the prestigious American Broadcast Pioneer Award, the first Hispanic afforded that award. In September, 2002, Caballero received the AAF Mosaic Award, which honors extraordinary achievement in diversity and multicultural marketing.

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