Looking Back, Wishing for a Promising 2010

As the year draws to a close, I would like to take this opportunity to pause for a moment of reflection. 2009 brought so wonderful memories and its balance of life lessons. The best part of it all, I always had great people to share the good times with as well as the challenging times. They came through with time to listen, sound advice, and a shoulder to lean on.

When a year begins there is no telling where it would take us. 2009 took me to Puerto Rico for a short "Three Kings" vacation early in the year, Washington, DC for the inauguration of a new president and California for the NALIP conference. A new job opportunity presented a full summer of festivals, boat cruises and galas. The series of events culminated with the 20th anniversary of El Jolgorio Navideño.

With Boston Latino Tv, I celebrated a Valentine birthday with my fellow Aquarians, followed by a St. Patrick's day event and topped it all off with our banner event, the 2nd annual Access Awards where the Latino Media Day was instituted. The 2010 Colondar was launched with a special presentation of Miss October and to seal off a wonderful year, a big Xmas bow held a great holiday bash to honor our supporters and friends.

As the year progressed, the many responsibilities piled up and family, friends and even special projects took a back seat. In all of this activity and excitement, I lost myself in the shuffle. With so much to do, there were few quiet moments to enjoy. So for this coming year I want to slow things down. I will continue to count my blessings every day: good health, fabulous friends and a beautiful family. I'll keep the memory of loved ones that have passed alive.

When looking at the many possibilities 2010 may bring, I am hopeful for more time with my family and friends; for more meaningful relationships and new experiences that will enrich my life. I'm looking forward to a vacation in February, returning to the NALIP conference in the spring and a successful 2010 Access Awards in May. Should I dare to dream for a lazy summer season to spend time with my Mom when she visits? Fall for me is always full of new projects. Every winter, I look forward to the many gatherings with family and friends.

Change will be inevitable, but yet I'm know that 2010 will not only be memorable, but gratifying.

What are your plans from 2010?

HAPPY NEW YEAR!!!

Telemundo Boston, here I come !!!

Digna Gerena, Telemundo-Boston Marketing Director.
By Karen Rodriguez
El Mundo Newspaper, Boston Mass


Many have seen Digna at community events holding a camera trying to capture the essence of Latinos in every positive way. Founder and Executive Producer of Boston Latino TV, an English language independent production about Latinos in the Boston area, Gerena, turned her childhood passion for television and film into a reality and has taken it to the next level.

What was only once a simple hobby has now become a fulfilling career. Recently Digna was appointed Marketing Director for Boston’s, Telemundo affiliate television station, which broadcasts to thousands of Latino households and is part of a nationally recognized network. The Boston station is operated by ZGS Communications.

For nearly two decades ZGS has been proud to be a community broadcaster with a special commitment to service, local programming, community outreach, and the celebration of Hispanic culture and heritage. It is a Hispanic-owned broadcasting company headquartered in Arlington, Virginia that currently owns and operates the largest group of Telemundo affiliate television stations, including the one Latinos in the Boston area tune into every night.

“I’ve been waiting for an opportunity like this since I graduated,” said Gerena, a 2001 recipient of a B.S. in Film & Television from Boston University (BU).

Gerena who worked for BU full-time while completing her undergraduate degree never had the official chance to work in the media industry.
Although she founded Boston Latino TV, it was a volunteer effort that gave Digna the opportunity to showcase Latinos in an optimistic light.
“I wanted to create a show that I, and similar Latinos, would actually watch,” said Gerena. She also wanted to stay current and be ready when the opportunity presented itself.

Six years later, Digna is a familiar face among the community covering events for Boston Latino TV, and being a proud and active board member for The Latino Professional Network (LPN).

Digna acknowledges that all her previous efforts complement well the work she will be expected to do at Telemundo-Boston.

“I know my work at Boston Latino will help,” she said, “because of the contacts and relationships I have established throughout the years.”
Pumped and energetic, Gerena said she is focused on collaborating with a team of national marketing director colleagues to reach out to businesses, strengthen ties and come up with innovative ways in which to engage the station in all areas.

Gerena looks forward to working directly with the other stations’ Marketing Departments in order to coordinate company-wide promotions, as well as to share ideas, strategies, and any other valuable information relevant to the company’s overall marketing strategy.

As Marketing Director of the Boston affiliate, she will oversee all aspects of the station’s marketing and promotions operations, as well as the station’s public image and interaction with the community on a local level. Digna will now be responsible for planning and implementing the promotional, advertising, and public relations operations of the station in order to increase audience, revenue and community awareness.

“I want business and organizations to see Telemundo-Boston as their first choice to inform, entertain and educate the Latino community.”

As far as she can remember, Digna was always intrigued by the power of television. With an interest in advertising and television, Gerena recognized early on that Latinos are a growing population and that it would be a matter of time before everyone else caught up to it.
“I knew it was coming, and I wanted to be prepared and ready to be in a position where I could contribute.”

While Gerena knows Telemundo-Boston has placed her on the path to where she wants to be, she doesn’t forget that many of her professional skills were developed and nurtured by her previous employer, The Massachusetts General Hospital.

“I learned a lot at MGH,” said Gerena, “and the support I received from my former boss, Carlyene Prince-Erickson allowed me to grow to this point that made me ready to take on a different opportunity. I am very grateful to her.”

Q&A with Digna
What do you do in your spare time?
I’m on shoots and editing late into the night and on weekends producing Boston Latino Tv, an English language independent production that showcases the Latino presence in Boston. It began as a hobby to increase positive portrayals of Latinos in the local media and now we are celebrating our sixth year with the second annual Access Awards.

Favorite musical band/artist:
I enjoy listening to local bands; Rubanama, Mango Blue and my old time favorite La Clave Secreta. My favorite local singer is Manolo Mairena.

The last movie you saw?
I saw Slumdog Millionairein the movie theatre, but the most recent movie I rented was Marley & Me.

The last book you read?
The Brief Wondrous Life of Oscar Wao by Junot Diaz.

Proudest personal achievement:
As a parent, to see my children as young adults discovering their place in life.

Proudest Career Achievement:
My proudest career achievement so far has to be landing the marketing director position at Telemundo Boston.

Who would you most want to meet in person?
I know great people in my community and they constantly amaze me! I run into celebrities from time to time, but if given the chance, I would like to meet Oprah Winfrey.

Latino whose work you admire:
Rita Moreno, the Puerto Rican entertainer whom was the first Latina to win Emmy, Grammy, Oscar and Tony awards.

Who has influenced your life the most?
My mother had a great influence on me. She had the patience and perseverance I inherited. Also, my father shaped my views on politics and sense of community participation. He believed in his daughters abilities to accomplish anything – he was a true feminist.

What do you enjoy most about your career?
I enjoy working directly with the community I belong in and also connecting them with anyone who wants to be part of this ever evolving diverse group.

What is the most challenging part of your career?
A challenge is always seen as an opportunity, so I think helping those that do not understand the Latino market and its value to their business is an ever going opportunity.

What is your favorite saying?
“Ay Bendito” – I say it, even when it doesn’t even apply.

Name someone who has helped you in your career:
Araminta Romero, Evelyn Reyes and my former boss, Carlyene Prince-Erickson. They’ve been instrumental in my professional growth. Also, I couldn’t have gotten through college as an adult without Digna Mejia’s friendship and constant guidance.

What is the best part of being “You” right now?
I count my blessings every day. It’s an exciting time for me because I’m finally working in the television industry. I’m in a place in my life where I’m seeing the fruits of my hard work and dedication. I enjoy the company of great friends, strong family ties and good health. I can’t ask for anything more.

What personal goal would you like to accomplish before the end of 2009?
My goal for 2009 is to continue to grow and learn about the television industry. Execute upcoming projects and give them 150% of my effort to make them successful.

Last Updated ( Thursday, 21 May 2009 )

Feliz Cumpleaños !!!

I am bless to have such great friends. Some gathered at Mojitos on a Friday the 13th to celebrate with three other Acuarianas! Many came from near and far! Magaly, my sister came from Puerto Rico and Ara came from Texas! Truly shows, they know good company ;-)

Inaugural celebrations - two in a month ...

Who would have thought! Two inaugural events, but one without a doubt more meaningful than the other. I was vacationing in Puerto Rico when the change of command took place and though this was a significant moment, it did not compare to the global magnitude the Obama swearing-in ceremony on January, 20th 2009.

Much has been said about this historical event in American history. The images, sounds and silence of the day will live with us as long as we keep this memory alive. We all knew we were experiencing something unique. Something we were all responsible for with just one vote! We stood in the cold, exchanged stories on how we got there. Some drove for days, some flew and some where fortunate (like us) to know someone that lives in DC.

The next day Obama was elected, I knew I had to be there. I wanted to be surrounded by the many sharing the same urge to live the moment at the location it was actually happening. There is something to be said about looking at a complete stranger and smiling, knowing we are crossing paths during this important moment in time.

We joined in the festivities surrounding the Inauguration, but no matter how much we partied or whom we met, we knew the real reason we gathered in DC.

Some moments will become more meaningful personally, but collectively, it was a true experience that needed to be shared with the masses.

If you have impressions of this moment, please share ...

Bienvenida a Boston ...

On January 1st, I headed to Puerto Rico for a much needed vacation. It was nice to feel the anticipation that traveling brings me. This trip was special because my sister Magaly was waiting for me at the other end.

I picked a great time to go too, Jan. 1st – Jan 10th. I got to spend Christmas with my family in Boston and stretched out the holidays a bit by celebrating Los Reyes in PR. It is a known fact that people in PR party from Dec. 24th well though mid January. I was only there for ten days (that turned into 11) and during that time, Magaly was off from work practically the entire time. It was great to have someone to explore the island with.

The fun began minutes after I arrived. I was invited to a New Years Day party that my sister in law’s family was hosting. There was music, arroz con gandulez and lechon on the menu. On Jan. 2nd we headed to El Viejo San Juan to take a stroll along of El Paseo de la Princessa. Later in the day, we attended the inauguration of the new governor of Puerto Rico. I can’t remember the last time I was in La Fortaleza, but this was pretty cool. We weren’t done in San Juan, cause soon after the Governor greeted the crowd, we took the ferry to Cataño for dinner at Don Tello.

We saved Saturday for shopping and to visit with one of our favorite person in town, our hairstylist! That night we went to a “noche bohemia” at Arecibo ’s best restaurant, El Salitre. Early Sunday, like two good Catholics, we went to church. In the evening we enjoyed the music of the Orquesta Sinfónica de Puerto Rico at their annual Concierto de Reyes in Bellas Artes. Even after the concert, we found time to hit a local sports bar and had a great time.

I spent the entire Vispera de Reyes (the Eve of Three Kings Day) with my mother and grandmother. There is always a relative coming in and out to visit, which is nice. Later that evening, my mother and I went to a Rosario Cantado de Reyes in the town she grew up. I experienced how this dying tradition still has a spiritual and social place in their lives.


The highlight of the entire vacation was our visit to Juana Díaz for their annual Three Kings Day celebration, which culminates at the Plaza Román Baldorioty de Castro with a mass. There the Three Kings offer incense, gold and myrrh to (a real life) Baby Jesus. We were among the many spectators that walked through the Feria de Artesanía. This visit was also special because we met up with my good friend Nelly who welcomed us in her fabulous home.

She gave us a tour of her home town Coamo and took us on a quick ride to the adjacent town of Ponce. We marveled at the holiday lights and before calling it a night, we went to a new funky bar for apple martinis. The next morning we slept in and talked over café. Lunch was by the ocean side in Salinas.


There we parted and we headed to Maunabo to see the newly constructed Vicente Morales tunnels. Magaly was very excited to reach this point of the journey. She has an appreciation for these structures because of her background on civil engineering. I was captivated by the coast and how the sun was setting behind the lighthouse.


Things were winding down at the last two days of my vacation. I concentrated most on spending time with my nephews. I can’t remember when the last time I paid $5:50 and $3:50 to see a film (at night). After the movie we went for ice cream. (coco for me) and played Spanish scrabble (escrabble, LOL).

Call it wishful thinking come true or I was not ready to leave PR but when I arrived at the airport my flight was cancelled. In other circumstances, this would have been a real inconvenience, but I looked at my brother with a big smile on my face and asked him, “Should I fly back from San Juan or Aguadilla tomorrow?”

I was given one more day to relax! One more cafecito del Mesón, one more look at the blue sky and one more taste of the sun – good thing because I was welcomed by planes de-icing on the runway; the snow was still fresh from the night before and the temperature was 22!

When I got home, I brought up my luggage, grabbed the shovel, cleaned the side walk and brushed the snow off my car… It was nice to be back home, I love my life here, but the thought of taking the next flight back crossed my mind.