Bello named prexy, general director

BUENOS AIRES — Admira Media has tapped Jorge Perez Bello president and general director of Argentine broadcaster Telefe, replacing Tomas de Achaval, who was fired Monday.

Perez, Admira’s top local executive, takes over immediately. He is also the general director of Admira Argentina, which operates Telefe, eight provincial TV stations and radio broadcaster Radio Continental, among other businesses.

De Achaval ran Telefe for two years, steering the broadcaster through the worst advertising and economic slump in decades. Ad spending plummeted by half this year. Recently, Telefe slipped behind Grupo Clarin’s Artear-Canal 13 in the ratings for the first time in more than a decade.

Admira is a unit of Spain’s Telefonica.

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