Rival stations are engaged in a heated race to lure Spanish-speaking viewers. Telemundo’s move into the market with the purchase of San Jose’s KSTS – challenging the longstanding monopoly of Univision’s KDTV-TV San Francisco – has caused both stations to beef up their lineups with programming attractive to the region’s million Hispanic viewers, who make up the nation’s fifth-largest Hispanic market.

Though each station projects considerable revenue potential, present competition focuses on a limited pool of ad dollars. Each outlet complains about the small number of national brands willing to translate sales pitches into Spanish, and both claim they’re undercounted in the ratings.

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