Jeff Valdez, producer and founder of cabler Si TV, has been named chairman of the board of QuePasa Corp., parent company of the Hispanic online service QuePasa.com.

Valdez has been tapped to provide strategic direction for the publicly traded, Scottsdale, Ariz.-based company, which recently underwent a management shakeup and is planning a relaunch of its flagship website in the near future. Valdez will work closely with QuePasa CEO John Abbot in expanding the company’s web offerings and profile in the online realm.

“They’ve made a commitment to building up the core business, and they understand that it’s the content that is key to everything else,” Valdez said. “We’re not looking at this market as just Latinos 101; we see this as a multicultural site aimed at America 2.0.”

Valdez will continue to serve as chairman of Si TV, the Latino-centric cabler, and as co-chairman of Maya Prods., the film production venture headed by producer Moctesuma Esparza.