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 )