Yrma Rico
Biography

Ms. Yrma Rico was General Manager of the Univision television station affiliate in Denver from 1992 until her recent retirement in January 2003. During her tenure as General Manager, she was instrumental in significantly increasing the station’s bottom line revenue as well as developing and launching a weekly local 5PM and 10 PM newscast. She was also responsible for the build out of the Univision affiliate which serves the Colorado Springs/Pueblo markets. Prior to moving to Denver, Ms Rico was a TV Account Executive in Fresno, California and later moved to Providence, R.I. and Dallas, Texas where she became the National Sales Manager for TV stations in those markets.

Ms. Rico was a founding partner of Entravision Communications Corporation, a diversified Spanish language company utilizing a combination of television, radio, and outdoor to reach approximately 80% of the U.S. Hispanic population as well as the border markets of Mexico. Entravision is the largest affiliate group of the top rated Univision television network, with outlets in 18 of the nation’s top-50 Hispanic markets. The company also operates the nation’s largest centrally programmed Spanish language radio network which serves 23 markets via 57 owned and operated radio stations and 47 affiliates. Entravision’s shares of Class A Common Stock are traded under the symbol: EVC.

In April of 2004, she founded APROVADO, LLC which utilizes a bilingual multimedia contact center for the purpose of providing an integrated nationwide communication vehicle to serve corporations desiring to market to the Hispanic community. APROVADO evaluates, negotiates, and places media on behalf of its clients and utilizes its nationwide bilingual multimedia contact center to process leads generated by the media. Customer service is provided via telephone, internet, email, and self service methods. Additionally, APROVADO provides communication solutions, offering services such as branding, graphics design, brochure and business card design, public relations, advertising, editing, photography, illustration, and media publication (in print, video, and audio).

Ms. Rico is also President of Weber BMW that is located here in Fresno, CA. She owns this business jointly with her son-in-law Jerry Pajouh. Weber BMW is an exclusive BMW Full Service Center that sells New BMW’s, Certified Pre-Owned BMW’s and other luxury vehicles. It has been in business since 1970 and supports many local charities.
Ms. Rico is one of eight children from Mexican born immigrant workers, principally resides in Denver. She is the author of the recently published book “La Vida Rica”, and sits as a director on various boards.