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CBS PORTFOLIO

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CBS Radio is a major broadcast media operator in the United States, distributing its programming to 117 radio stations in 26 markets. The CBS Radio broadcast that reaches the Dallas/Fort Worth markets operates 5 FM stations, such as Jack FM, KLUV, 1053 TheFAN, KVIL, La Grande 107.5, and news-format station in the AM frequency. As the Hispanic markets continue to grow, media venues are increasingly attempting to target this demographic, and CBS Radio is not the exception. KMVK-Dallas, better known as “La Grande 107.5”, is CBS Radio’s Hispanic format station that attempts to target the 1,746,000 Hispanics in the DFW area.

La Grande is a fairly new station, since it experienced a format transition in July 25th, 2013. Former Mega 107.5 used to broadcast Hispanic music and targeted audiences from all Latin American countries living in DFW. However, Hispanic audiences are highly segmented, and their musical appeal differs according to nationality. According to the Pew Research Center, 85.5 percent of Hispanics in DFW are Mexican-American. This cohort of Hispanic demographics represents an audience that prefers a very specific Spanish-language format in music: Regional-Mexican. Therefore, the programing director, Jimmy Gonzalez, decided to modify and rebrand the existing station, turning it exclusively into a Regional-Mexican format that would better appeal to the Mexican population, increase ratings, and improve sales. Consequently, Mega was transformed into La Grande 107.5.

The corporate decision was successful and ratings started to escalate. Throughout the second half of 2013, La Grande’s transformation upheld a slight but steady growth; however, throughout the first two quarters of 2014, La Grande’s evolution became evident as it rapidly started to gain market share and match its major competitors’ ratings. Recent research has shown that KMVK- Dallas is the second most tuned in radio station in DFW, ranking closely to Univision KLNO, which is the leading station in Spanish formats.

La Grande 107.5 owes its success to one of their biggest competitive advantages, which is the fact that it operates as a local broadcaster. The station bases its programming strategies on frequent and intense media and audience research. The station, additionally, monitors every step of their programming in order to improve its operation and increasingly attempts to engage its listeners through its regional music, appealing on-air personalities, community outreach efforts, musical events, and commercial targeting.

As La Grande keeps gaining cumulative audience and time spent listening (CUME & TSL), harmony, teamwork, open-communication, respect, synergy, efficiency, leadership, encouragement, and professionalism are values highly fomented in its workplace.

Adriana SanchezSummer/Fall Intern 2014“The Mega Intern”-office nickname

The CBS Radio internship program represented a positive experience to my professional development and personal growth. The program offered me a wide variety of opportunities for me to explore. My supervisor, KMVK’s programming director, Jimmy Gonzalez, encouraged me to participate in every department, task, and element necessary to operate the station.

Day after day, I faced a new task, a new responsibility, a new challenge. I was assigned different superiors, who trained me and guided me through the different broadcasting subjects and technical operations. CBS Radio empowered me by giving me full responsibility of my assigned tasks, which developed and improved my professional expertise.

The main areas in which I participated the most were the following:

• Programming• Media and audience research• Commercial production• On -air and board operations• Photography• Event marketing• Branding management• Community outreach

Tasks and responsibilities

Programming Media and audience researchAmong the diverse program assignments, I was able to explore areas such as programming and strategy, which involved media and audience research, ratings reporting, media monitoring, song selection and categorization, competitive monitoring, audience feedback, commercial-timing strategies, and intel-status reports.

Skills developed: Understanding of media industry Usage of media research tools Creation of reports and spreadsheets

Commercial production

Another area I could participate in was commercial production, which allowed me to implement my video editing skills in order to create promotional videos that promoted the station as a brand.

My Spanish diction also allowed me to participate in voicing several commercials for the different brands that advertised their products and services in La Grande. Several producers and station djs taught me the basics of production and audio editing software, as well as voice delivery and microphone techniques.

Skills developed: Video and multimedia production Audio editing Commercial voiceover Microphone techniques

I also got the opportunity to participate in the creation and execution of the station’s 1-year anniversary campaign, which was called GRACIAS 107.5. My responsibilities involved creating promotional multimedia content, in which I was the main producer, director, and copywriter.

On- air performance

The most exciting and challenging task I was assigned was on-air performance. I was given the opportunity to host a midnight show where I would run the board and go on air by myself. It was my responsibility to prepare the content and on-air copy points.

Skills developed: Microphone technique Time management Delivery quality Content development

Board operations

Djs were in charge of training me and teaching me how to properly use the board and audio equipment. I learned how to import callins and how to synchronize Vox Pro (an audio editing software) live reads into regular programming. I was also taught how to check the commercial log and make sure every commercial and live read was played at the right time. At the end, I had to sign the log, therefore I was liable and responsible if a commercial was not aired.

Skills developed: Technical board operations Audio editing

Photography & Event marketingThe program allowed me to participate in events that promot-ed other CBS radio stations, such as KMVK. During promo-tional events I was assigned to assist with the event set up and photography.

I covered events, such as “Fiestas Patrias”, “Gracias 107.5”, and “First Course, Taste of Dallas”.

Skills developed: Event photography Event planning

Branding, marketing and management The internship program allowed me to attend and participate in marketing and strategy meetings, where the main branding decisions were made.Business plans were discussed, as well as event marketing and strategy development. Discussions between brand advocates, marketing directors, event planners, and sales representatives would take place during these meetings.

For example, they would determine whether the station would charge for events, and how this decision would affect the company’s long-term image.

Skills developed: Marketing strategy Decision making

Community outreachCBS Radio engages its diverse audiences by localizing their broadcasting content and reaching out to the community. The stations host local events where they encourage listeners to attend and participate in the event activities. KMVK-Dallas has a family oriented focus on these events. Employees, radio personalities, managers, and staff interact with listeners that attend the stations’ events and attempt to build a relationship with them. By reaching out to the community, stations build a connection with their audiences, which allows radio personalities to better understand and address their public on air. By having that direct social contact and interaction opportunity, listeners feel related to the station’s radio personalities, which gives them another reason to tune in when they are on air.Sharing, understanding, interacting, and communicating with the audience were highly encouraged tasks throughout the internship program, and represent important company values of KMV-Dallas. Community outreach clearly plays a significant role in the station’s success.

EDUCATION

Texas Christian University, Schieffer School of Journalism, Fort Worth, TX Bachelor of Science, May 2015Major: Strategic Communication (Integrated Public Relations and Advertising) Minor: General BusinessCumulative G.P.A.: 3.8

Istituto Italiano di Cultura – Ambasciata Italiana (Italian Embassy at Guatemala)B2 Italian Language January 2010 – May 2012

Instituto Austriaco Guatemalteco, Guatemala (The Austrian School in Guatemala)- Austrian Matura (European Diploma) August 2009

SKILLS AND CERTIFICATIONS

Commercial and artistic photography: student.tcu.edu/masanchezpalaci EGUMPP (Electronic Grammar Usage Mechanisms Proficiency Program) Microsoft Word, Excel and PowerPointAdobe InDesign, Photoshop, BridgeMRI+, SRDS, Media Monitors, Mintel, Media Buying Software (Media Flight Plan), Ad$pender

LANGUAGES

Spanish - Native fluencyEnglish – Fluent spoken and written (TOEFL SCORE: 109 iBT)German - Fluent spoken and written (C1)Italian - Fluent spoken and written (B2)French - Basic spoken and written (A2)

WORK EXPERIENCE

CBS Radio June 2014 – Dec 2014Internship KMVK Dallas/Ft. Worth Programming, Production, Brand Management, Non-traditional revenueResponsibilities: Creating Intel and ratings reports, programming strategies, on-air broadcasting, board operations, branding and marketing strategies, commercial voiceover, commercial production, audio editing, community outreach, photography, video/multimedia production and editing, social media, event planning and execution. Implementation of language and technical skills.

iProductions June 2012 – Aug 2012Events and Promotions, Guatemala City, GuatemalaProduction Department – Responsibilities: Event planning and promotional execution

Distribuidora Alcazaren, Guatemala City, GuatemalaEvents and Promotions June 2010 – Dec 2010Wine Department – Responsibilities: Promotional strategies of wine brands

RELATIVE COURSEWORK

Dale Carnegie Training Interpersonal communication seminar - Public-speaking skills

COMMUNITY INVOLVEMENT

Helps International, Guatemala

Adriana [email protected] or [email protected]

+1 817-991-88913212 Cockrell Ave

Fort Worth, TX 76109