Remembering Jerry Perenchio

By Daisy Expósito-Ulla

We met at his apartment near The Museum of Modern Art in New York. He had invited me over for a meeting in which we would discuss his offer of a position with Univision. I was of course intrigued, a bit flattered and genuinely grateful for his gesture, even though I was content with my job at the head of The Bravo Group. Yet his offer was tempting enough and, as such, somewhat hard to decline in a jiffy.

Jerry Perenchio, who passed away last week in Los Angeles, is inextricably tied to the history of the U.S. Hispanic Market and the thriving industry that forever changed the narrative of the communications industry in America. Azcárraga, Cisneros, the late Toraño, Blaya, Marchant— are some of the names that first come to mind as I reminisce.

Perenchio not only acquired SIN and helped develop and morph it into Univision but was also the master architect of its historic turning-point. As shrewdness would have it, he saw, he bought and he re-sold— but, above all, he conquered. Just witness how wisely he waited for Hallmark to grow disenchanted—and certainly cash-depressed— for him to astutely move in to propose a “same price” re-acquisition deal, nothing less than a masterful chess play.

Jerry Perenchio was just that kind of brilliant businessman.  A man with little or no desire for pomp or exposure, he stayed away from the bombastic and his famous “Twenty Commandments” start by asking his staff to refrain from the limelight—at all and any cost! No cronies, no show-offs, no photos. The Los Angeles Times writer who wrote his obituary lamented the fact that there were few pictures of the man who left a fortune of nearly 3 billion and a number of masterpieces by Picasso and Monet.

Jerry was also authentic and trustworthy. He held his Italian cultural background proudly, his commitment to his word, and the kind of generous social investment in the community that reveals the heart of the best philanthropists. He had catapulted his fortune by promoting the Ali fight against Frazier, and possessed, indeed, the instincts of a pugilist when it came to outpacing and wiping out his competition. Yet there was a distinctive demeanor or sobriety of style— of what now may seem like a thing of the past—, a certain kindness in his transactions, and the open mind that allowed him, a registered  Republican, to forge a friendship and long-lasting partnership with a vocal liberal, the TV producer, Norman Lear.

I ended up not accepting Jerry’s kind offer to join the high echelon of Univision. I don’t regret not having accepted it as I clearly made a choice between advertising and television. And while we never became what one would call close friends, I feel rich enough for having met a most singular American entrepreneur and a man who was a true gentleman.

Chairman-CEO, d  expósito&Partners, LLC