A 27-year Televisa veteran, 14 of which she spent next to the great teacher and sales executive Alejandro Quintero, Elsa Vizcarra replaced Alberto Ciurana as VP of Programming of Free-TV at Televisa. This is the first installment from the interview conducted by PRODU at Vizcarras office in Chapultepec, Mexico.Soon after graduating from Business Administration she joined the companys Human Resources department. Vizcarra later worked in Administration, Systems, and Promotions, until she went to work in Sales with Alejandro Quintero.She is one of the 8 women out of 80 directors and high executives that meet with the companys board of directors in an annual summit.Vizcarra discussed everything, from the advantages of having a background in sales, where she learned the taste of advertisers and the behavior of audiences, to the new PM block geared to youngsters in channel 5s primetime, to what it takes to program a grid in a time of apparent migration to other platforms and where watching TV is now a different experience.I felt acknowledged, she said when asked about her reaction when Pepe Bastón, President of Television and Contents of Televisa, offered her the position held by Alberto Ciurana for over 20 years. Vizcarra touted Bastón as a great man, a man who grew a lot and helped the organization grow significantly.
