BBC Worldwide has named Guillermo Sierra as SVP & General Manager Channels and Branded Services for Latin America and US Hispanic.

Formerly Chief Content Officer and Senior Vice President at VME Media Inc., Guillermo will be responsible for the continued growth and strategic development of BBC Worldwide’s portfolio of commercial channel services which currently comprises BBC Entertainment, BBC HD and CBeebies.

The role is also responsible for CBeebies in Latin America and the US Hispanic markets. In leading the channels business, Guillermo will identify new opportunities to grow the existing services and launch new brands on both linear and non-linear platforms in this high growth market.

With teams in Sao Paulo, Mexico City and Miami, Guillermo will report to Jana Bennett, President, Worldwide Networks and Global BBC iPlayer. He will also work closely with Fred Medina, BBC Worldwide’s Executive Vice President for Latin America who provides strategic direction for growth in the region. Guillermo takes up his new role from the Miami base on the 30th July.

Guillermo joins the business with over 20 years experience in broadcasting across the Latin American, US Hispanic and European markets. During six years at VME Media Inc., he was responsible for the creation of and implementation of a multiplatform content strategy for VME. He also drove the development and launch of VME Kids for the US Hispanic market. Working across the company’s entertainment, lifestyle, factual and preschool output, he oversaw a number of functions including programme acquisitions, marketing, on-air promotion and technical operations. Additionally, Guillermo commissioned and executive produced a slate of original content for the network.

His extensive career has also included roles at SBS, Discovery Latin America/Iberia., Grupo Televisa and Latin American Pay TV Television Services (LAPTV), which was, at the time, a joint venture between Universal Studios, Paramount Pictures, Twentieth Century Fox and Metro Goldwyn Mayer.

In addition to BBC World News which is distributed across Latin America, BBC Worldwide’s channels are also available to US Hispanic viewers. The three channels reach 18 countries across the region, with the most recent launch being a dedicated BBC HD channel for Brazil which debuted in March 2012.


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