Eduardo Caballero Launches Caballero TV & Cable Sales.

Hispanic broadcasting pioneer Eduardo Caballero, a 40 year veteran of Spanish-language television and radio broadcasting, is launching a new national independent rep firm, CABALLERO TV & CABLE SALES.

Caballero TV & Cable Sales, headquartered in Coral Gables, Florida, with offices in New York, Los Angeles and Dallas, focuses on the Hispanic markets in the United States and Puerto Rico, starts its operation as the exclusive sales representative for 23 independent television stations, including 11 owned and operated by MásMúsica TeVe.

“Today, Caballero TV & Cable Sales becomes the nation’s first, only and largest unwired network of independent television stations aimed at the nation’s more than 36 million Hispanic consumers,” said Eduardo Caballero, CEO. “It is becoming increasingly important for independent Spanish TV and cable to design marketing, programming and sales strategies in order to capture its share of the ever increasing national advertisers’ expenditures in this emerging market.”

Herb Espino, general sales manager at WJAN-TV, channel 41, in Miami, said, “By aligning with Caballero TV & Cable Sales to jointly market our Miami station, we believe we can more effectively promote our brand in this fast-growing market.” Espino added, “We share the common goal of leveraging our media assets to deliver profitable returns to our advertisers and superior programming for our viewers.”

“Eduardo Caballero is a pioneer in the Hispanic broadcasting world and he understands how to assemble successful rep teams to sell national advertising,” said Danny Crowe, president of LATV, channels 57 and 33, in Los Angeles. “He has a successful track record and we look forward to working with Caballero TV & Cable Sales.”

Other stations represented by Caballero TV & Cable Sales are located in San Antonio, Dallas, Houston and Austin, in Texas; Sacramento-Stockton, Fresno, Salinas-Monterey, Santa Barbara-Santa Maria-San Luis Obispo, San Bernardino-Riverside (Inland Empire), Palm Springs-Indio, and San Diego, in California; and Las Vegas, Nevada. Caballero TV & Cable Sales represented stations already covering over 50% of the Hispanic population in the U.S.

HISTORY REPEATS ITSELF
In 1973, Caballero and wife Raquel created Caballero Spanish Media, the nation’s first and largest Spanish-language radio rep firm. By 1995, the Madison Avenue Hispanic radio rep powerhouse was sold to Interep.

Thirty years later, Caballero is once again entering uncharted waters, launching new Caballero TV & Cable Sales.