Fernando Gaston and Federico Cuervo expand their roles to serve as Brand Managers of Tr3s and Comedy Central Latin America, respectively
Viacom International Media Networks (VIMN) The Americas announced today that Fernando Gaston, currently SVP of Content & Creative for MTV, VH1 and Comedy Central Latin America, will expand his role to become Brand Manager of the company’s US Hispanic network Tr3s: MTV, Música y Más. He succeeds former Tr3s GM & EVP Jose Tillan, who has decided to leave the company for personal reasons. Federico Cuervo, currently VP of Programming and Production for MTV, VH1 and Comedy Central Latin America, will replace Gaston as Brand Manager of Comedy Central Latin America. Both will report into Sofia Ioannou, Managing Director of VIMN The Americas.
In his newly expanded role, Gaston will lead the content and creative for the company’s music and entertainment brands, including Tr3s in the US, and MTV and VH1 in Latin America. As Brand Manager of Comedy Central Latin America, Cuervo will spearhead the branding and programming strategies for the company’s adult-targeted brand.
“Fernando is a strong leader who knows our brand and understands how to accelerate the growth of our business. With his proven track record, unique ability to zero in on the audience, and his passion for making great television, we’re confident he will lead Tr3s into the next phase of our growth,” said Ioannou. “Federico’s broad experience will be a tremendous asset to Comedy Central as we continue to deepen viewer engagement and expand our market share in Latin America.” She added.
“I’ve been privileged to work with Jose across multiple brands. He has provided valuable insight and contributions, and I’m extremely grateful for the leadership he has brought to the company over the years,” Ioannou added. “We’re sad to see him go but wish him and his family the very best in this exciting new phase of their lives.”
“I look forward to joining Tr3s’ seasoned management team to strengthen the performance and potential of our brand. Now more than ever, the Hispanic consumer is at the epicenter of everything we do and delivering hit content and introducing new formats will be the key to our future,” said Gaston.
A widely respected and results-driven entertainment executive, Gaston brings an unparalleled experience in pioneering original formats, building synergies across VIMN brands and acquiring content that appeals to young adult audiences. He joined the company in 2009 to reinvigorate MTV Latin America’s content strategy and helped the network deliver significant double-digit growth (33% year-over-year) within the year ; the brand has ranked among the “Top 5” Pay TV Channels for the last three consecutive years. Gaston has also led the diversification of VH1 Brazil’s programming slate, which recently experienced a 65% upswing in ratings (2012 vs. 2011) . Most recently, he spearheaded the launch of Comedy Central in Latin America in February – his most ambitious project. In Mexico, Comedy’s content line-up ranks among the “Top 10” Entertainment Channels in their timeslots.
Cuervo brings 20 years of extensive experience in programming and production to Comedy Central. In his previous role as VP of P&P programming and production for MTV, VH1 and Comedy Central in Latin America, he was instrumental in bringing the company’s brands to life through innovative consumer experiences including the “World Stage” franchise, the first annual “MTV Game Awards” and the daily talk show “MTV Güik”. Most recently, he piloted the original “Stand Up” series, which ranked among VH1’s top shows in Mexico.