68. Hispanic Expansion

Michael Schwimmer
CEO, SiTV
Age: 45
Years in Industry: 10

Luis Silberwasser
SVP/GM of U.S. Hispanic Networks, Discovery Communications
Age: 42
Years in Industry: 8
 
Why Them? Cable’s early indifference to the Hispanic market gave satellite a huge leg up, but operators are clawing back with unique programming packages. In this cutthroat environment, these two gentlemen are critical allies as they rise in the field alongside established players like Univision’s Jerry Perenchio and Joanne Lynch, and Telemundo’s Antoinette Zel. Under Silberwasser’s leadership, Discovery not only provides a Spanish-language version of its core Discovery Channel but has expanded two other key genres with the newly launched Discovery Kids En Espanol and Discovery Travel & Living. SiTV takes a different tack as the first English-language, Latino-themed network in the country. Dish Network alum Schwimmer uses clever marketing—like a recent co-sponsored comedy event with Cox in Las Vegas—to reach young Latinos in English but with respect for their heritage. - CAO

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Michael Schwimmer

What is your favorite word? Energy
What is your least favorite word? Fault
What turns you on? Optimism
What turns you off? Pessimism
What sound do you love? Waves
What sound do you hate? Whining
What profession other than yours would like to attempt? Teaching
What profession would you not like to participate in? Dentistry
If heaven exists, what would you like to hear God say when you arrive at the Pearly Gates? “You made the most of it…”

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Luis Silberwasser

Top personal achievement in 2006: “Launch of Discovery’s new Spanish-language channels.”
In my free time, I like to: “Play soccer , watch TV, and long distance running.”
Favorite restaurant: Andrés Carne de Res in Bogota, Colombia
Favorite city: New York City
Favorite TV show: “The Sopranos”
Favorite movie: “Casablanca”
Favorite piece of tech: TiVo
Least favorite piece of tech: BlackBerry
The world would be a better place if: “We’d try not to kill each other for the sake of religion.”

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