One of Spain’s most knowledgeable TV execs, Jose Miguel Contreras, has been named CEO of La Sexta, Spain’s newest nationwide terrestrial broadcaster, which launches March 27.

He is partnered by vet exec Juan Ruiz de Gauna, Sexta’s first managing director.

Contreras and Ruiz de Gauna come from management positions at the two merged companies that hold a joint controlling stake in La Sexta: the Arbol Group and Mediapro.

Contreras is a partner and board member at Arbol, Spain’s biggest fiction producer; Ruiz de Gauna is a Mediapro board member.

Both belong to a generation of execs who broke into film and TV in 1989/1990 with the launch of Spain’s first private television operators and the entry of publishing congloms such as Prisa into the film/TV sector.

Further appointments in Sexta’s first management team, announced Tuesday in Madrid, include finance director Rafael Carabias, tapped from Sexta partner Televisa, programming director Esperanza Martin, fiction head Olga Salvador and in-house production exec Pablo Guerenabarrena.