Written by The Business Journal Staff
Aaron Scoby, Executive Vice President/GM
KNSO Telemundo 51 Fresno
What you do: Executive vice president/general manager of Telemundo 51, served as past chairman of California Broadcast Association
Education: Bachelor of Science, business marketing Kansas State University, Manhattan, KS. Outside emphasis: gerontology
Kellogg School of Management, Television Executive Program (Completed/Non-Degree), Northwestern University, Chicago, IL
Family: Son – Jack Scoby
How did you get involved in broadcasting, Aaron Scoby?
I was hired by Meredith Corporation (owned NBC-KSEE 24) with their Executive Program and moved from Kansas to California right out of college.
What are your goals as executive vice president and GM of Telemundo 51 Fresno?
To provide quality local programming serving the Spanish speaking community with news, information and entertainment
Explain how your career has progressed over the years from working in marketing and promotions to becoming a general manager and VP.
I started in sales as an account executive at the NBC station here in Fresno and from there moved over to the Univision station, also in Fresno, as local sales manager and then I was promoted to general sales manager. Then 10 years ago I was offered my first G.M. /S.V.P position in Monterey where I was responsible for operating multiple TV stations, including (English and Spanish) FOX & Univision and three top radio stations. Then at the beginning of 2015, I was offered the opportunity to move back to Fresno as executive vice president and G.M. of Telemundo 51.
The media and marketing industries are constantly changing and the shift has been toward more online content. How is Telemundo 51 Fresno adjusting to this change, Aaron Scoby?
Yes it is a fact that the broadcast industry is changing at the speed of light, and with all the constant changes in technology, there are still only 24 hours in a day. We as marketers are competing for the same eyeballs, so regardless if it is through social media, YouTube or traditional television, the best way for any TV station to stay relevant beyond its reach and its programming (be it local news, live sports or quality shows) is to build strong digital online and social media assets to support and complement its brand with its viewers. To address this need here at Telemundo 51 we have hired some talented Fresno State students to assist in the development of our social media (FB, Instagram and Twitter) and to keep our website fresh and current.
Any interesting online campaigns?
Indeed, it is important to utilize our digital and social media assets to enhance and complement our core business (Telemundo 51 programming). As an example, we recently had a young local singer here from Fresno, Isaac Torres, who competed and was a finalist on Telemundo’s Network show “LA VOZ KIDS” – (basically produced by NBC Universal — and is THE VOICE in Spanish) and we utilized all our digital and social assets to promote him and the show, which delivered the most engagement we have had since starting. Prior to the digital explosion, we provided programming to the audience, so it was a one-way street — us to the viewer. But now with digital and social media, it provides the opportunity for two-way engagement, which really strengthens our brand with our viewers and the community as a whole.
Telemundo 51 Fresno recently started airing a one-hour weekday newscast. What has been the response to this newscast from viewers and what does the future hold for Telemundo in terms of providing local news and local programming?
It has been very well received with our viewers as well as the political and advertising community. According to Nielsen, Fresno is the No. 13 largest Hispanic market in the country and represents over half (55%) of the entire population here in the Valley, therefore providing local and regional news is very important to the station and our viewers. We are exploring the opportunity of expanding our newscast from 5:30-6:30 p.m. to 5-6:30 p.m., and then perhaps a late news at 11-11:30 p.m. and/or weekends.
How does Telemundo separate itself from other Hispanic television networks, Aaron Scoby?
Telemundo is super serving Spanish-dominant viewers with content made by and for Hispanics who live in the U.S., not somewhere else. Telemundo has played an important role as the most innovating media company in Spanish language television today by evolving the scripted drama formats by successfully introducing new genres such as the Super Series (“El Señor de los Cielos,” “SeñoraAcero”) and bio musicals (“Celia”) to Hispanic audiences in the U.S. And most recently we just provided the Summer Olympics in Spanish and will be providing the next World Cup games (2018, 2022 and 2026), which is the Holy Grail of Spanish TV Sports programming.
What was the best advice you ever received and who did it come from?
Well I love quotes… and consider them great advice… here are a few of my favorites:
If you think you can, or can’t…. You’re right! ~ Henry Ford
God gave you two ears and one mouth, use them in that proportion. ~ Epictetus
Knowledge isn’t Power until it is applied ~ Dale Carnegie
Who or what has been the biggest influence on your career?
Philip Wilkinson C.E.O. of Serestar Communications and Former C.O.O. of Entravision Communications has been my professional and personal mentor. I have worked with him for over 12 years, 10 years at Entravision Communications, a company that he founded and which is also the largest publicly traded Spanish broadcast company on Wall Street. And the beginning of last year, I left his old company to help him to start his new company Serestar Communications, which is now focused on Telemundo Affiliates stations. Currently we have TV stations in Fresno, Sacramento and Salt Lake City.
What are your roots in the Central Valley, Aaron Scoby?
Since I moved to California, I have always considered Fresno/Clovis home, in fact when I moved to Monterey, I never sold my house here, not to mention that my son was born here!
What was your first job?
My first job was in sales with Entertel (a telemarketing firm) that sold the Entertainment Publication Coupon book.
Describe something you learned from that first job.
Two important lessons I learned on being successful in sales:
1. The art of being politely persistent
2. Voice inflection and tone when presenting.
What do you like to do in your spare time, Aaron Scoby?
I love spending quality time with my girlfriend (read books together, watch movies and cooking with her) and beating my friend (Bookie) in Chess. I also listen to music with my son. (He introduces me to new music/artists all the time)