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While most broadcast television stations in New York are seeing their ratings slide, Spanish-language Channel 41 is about to top one of its mainstream rivals in an historic first in New York.
So far during the crucial February sweeps, which end Wednesday, WXTV-41 is the only station in the city to show a gain in overall Nielsen ratings, which rose 13% to 1.7.
More important, its prime-time ratings grew 10% to 4.3, beating UPN-affiliated WWOR's 4.0.
The station, owned by Univision Communications Inc., is benefiting from serving the fastest-growing ethnic community in New York. Hispanics, at 3.4 million, make up 30% of the city's population, and command $35 billion in disposable income.
WXTV has also left its Spanish language rival, WNJU-47, far behind, thanks to strong programming like racy prime-time soap operas called telenovelas, a popular 6 p.m. newscast, and a daytime show featuring Cristina Saralegui, who is known as the Hispanic Oprah.
"WXTV is doing a very good job in terms of on-air product and a good job promoting it," says Jerry Levy, president of JL Media, a Union, N.J.-based firm that...