The Rise of Spanish-Language TV in the US

Spanish-language television, a multi-billion dollar industry, has roots dating back to the 1950s. Early stations appeared in Puerto Rico, Texas, and California, serving a Hispanic population of roughly 6.3 million, according to the 1960 US Census. Today, the US Latino population has surged to over 55 million.

The Smithsonian’s National Museum of American History meticulously chronicles the evolution of Spanish-language broadcasting in the US, preserving artifacts from stations that grew into major networks like Univision and Telemundo, as well as publicly and independently owned entities. The first Spanish-language television station in the continental US, KCOR-TV (later KWEX-TV), was founded in San Antonio by Raoul A. Cortez, a visionary who recognized television’s potential in the 1950s.

Cortez’s journey began in the 1930s as a journalist for La Prensa, a Spanish-language newspaper in San Antonio. A passionate advocate for Mexican American rights and equality, he served as president of the League of United Latin American Citizens (LULAC). He saw the need for a dedicated Spanish-language radio station in the early 1940s, aiming to provide consistent programming tailored to the Hispanic community.

Securing a broadcasting license during World War II proved difficult due to the FCC’s concerns about non-English programming. However, after the war, Cortez obtained a license and launched KCOR 1350 AM in 1946. The station’s AM frequency ensured wide coverage, allowing Cortez to showcase talent from Mexico and South Texas, featuring live music and programs addressing the challenges and triumphs of the Mexican American community.

Launching a Spanish-language radio station was a complex endeavor. During World War II, the Federal Communications Commission (FCC) had imposed a moratorium on new broadcasting licenses, driven by anxieties about potential anti-American propaganda disseminated through non-English programming. Following the war, the FCC resumed issuing licenses, and Cortez was among the first recipients.

KCOR’s success cemented Cortez’s reputation as a community leader and broadcasting pioneer. The station’s enduring legacy continues today, broadcasting Spanish-language programming under the same call letters on the 1350 AM frequency as a Univision radio affiliate. Always forward-thinking, Cortez recognized television’s transformative potential in the 1950s and began pursuing a television station license.

Building on KCOR’s success, Cortez focused on providing a platform for local talent and addressing community concerns. The station featured live music performances, call-in shows, and advice programs, cultivating a strong connection with its audience.

After years of persistent effort, Cortez obtained a television license in 1955 and launched KCOR-TV, the first Spanish-language television station in the continental US, on June 10, 1955. Despite facing challenges related to UHF broadcasting and securing advertising revenue, Cortez persevered, fueled by his commitment to serving the Hispanic community.

The station initially broadcast only in the evenings, gradually expanding to all-day programming as advertising revenue increased. Cortez’s dedication to community engagement was evident in KCOR-TV’s programming, which included shows addressing practical issues like obtaining social security numbers and finding employment.

KCOR-TV’s success attracted investors linked to Mexico’s Televisa, leading to the station’s acquisition in 1961 by Cortez’s son-in-law, Emilio Nicolas Sr., and a group of investors. The station was renamed KWEX-TV, and the group subsequently launched KMEX-TV in Los Angeles, establishing the foundation for the Spanish International Network (SIN), a network of Spanish-language television stations.

Securing advertising proved challenging, especially given the UHF channel assignment and the lack of audience data to demonstrate the station’s reach. However, Cortez gradually secured sponsors who recognized the value of reaching the Hispanic market.

SIN expanded rapidly throughout the Southwest and eventually reached major markets like Chicago and New York City. In 1987, Hallmark Cards acquired SIN and rebranded it as Univision, which today reaches over 60 markets with a combination of local and network programming. Despite changes in ownership, local stations like KWEX have remained dedicated to serving their Spanish-speaking communities.