MEXICO CITY — Elisa Salinas, general director of Azteca America, the U.S. unit of TV Azteca, said she would leave the company in the near future.
Salinas, who is the aunt of Azteca chairman and majority owner Ricardo Salinas, was appointed to the post, which is operated out of Los Angeles, last July. Prior to that, she was head of Azteca Novelas, the broadcaster’s telenovela soap opera production unit.
At Azteca America, she has been charged with programming and promotional aspects of the upstart network, which has been competing with more-established players like Univision and Telemundo for the hot U.S.-Hispanic market.
Salinas did not set a timeline for when she would ankle, nor did she say who might succeed her in the post.
“For now, I think I will stay on as an advisor to TV Azteca,” Salinas said. “I’ve had a long career in which I’ve learned a great deal, but I no longer want to be in charge.”
In addition to her work at Azteca, the executive also owns a line of Brazilian sportswear, Brasil Sul, and recently opened the line’s third store in Mexico City. She also has worked as a model and formerly owned a shoe store in New York.
Salinas expressed frustration over the fact that nearly all of Azteca America’s programming comes from Mexico. “It’s like a joke, since I’m the producer in Latin America with the most telenovelas to her credit and I believe there’s stagnation now,” she said.
In addition to her Azteca America duties, she is currently producing the novela “Mirada de Mujer: El Regreso.”