• by David Goetzl  @dgoetzl, January 8, 2009

A day after Cross MediaWorks indicated that it would begin representing some affiliates of Spanish-language Azteca America, the network said it has created its own rep firm for its owned-and-operated stations and affiliates.

The set-up allows Azteca to sell ads on the network in tandem with spots running on a slew of its local stations. Bob Turner, president of network sales, will also head the spots sales group.

The portfolio of what's known as Azteca America Spot TV Sales includes network O&Os in Los Angeles and San Francisco, as well as stations owned by the largest affiliate group, Una Vez Mas, and TVC. The network said it intends to serve as the form for national spot sales for all its stations in the 66 markets it serves.

Now-bankrupt radio rep firm Interep had branched into Spanish-language TV, and was handling spot sales for Azteca stations and some independent Hispanic-targeted stations. Cross MediaWorks was awarded an opportunity to acquire the rights to take over those businesses by a bankruptcy court, but Azteca said it persuaded the overseers to prevent a full takeover--which led to its establishing its own rep operation.

"We feel it's a better strategic fit to move our very own dedicated Azteca America Spot TV Sales rep firm in-house rather than signing our spot business over to Cross Media, which does not possess the history or background that we have in the Hispanic market," said Adrian Steckel, CEO of Azteca America, in a statement.

Azteca said it is staffing spot sales offices in New York, Los Angeles, Miami, Chicago, Dallas and San Antonio.