BREAKING THE BROADCASTING BARRIERS WITH SPIRIT, VALOR.

Byline: Joe Stevens Staff Writer

When Nancy Agosto studied broadcasting at Temple University in Philadelphia, a professor took the liberty of crushing her ego.

``He told me, 'I don't think you should study this because in English, you have an accent. Maybe you should go back to your country, and if you want to be a reporter, be a reporter in your country. You're never gonna make it in the U.S.' ''

Agosto was crushed. She didn't know what to do.

``I was so scared for so many years,'' Agosto said. ``It was like a threat, and then I said, 'No. I can make it here in this country. And if you don't like my English, then I can make it in Spanish. And I can prove to you that I can do a better job in Spanish than you do in English.' ''

If Nielsen ratings are the judge, then Agosto has proved herself. She and Antonio Valverde anchor KMEX-TV's ``Noticias 34: Primer Edicion,'' the highest-rated morning show in Los Angeles from 5 to 7 a.m. For adults 18 to 54, KMEX also is the highest-rated network in L.A. of all English and non-English stations. As Agosto and Valverde's ``Primer Edicion'' illustrates, Spanish-speaking TV continues to improve, grow and change television.

``I remember how raw newscasts used to be,'' Valverde said. ``Fifteen years ago, there was no editing. You'd see just a tape running. The graphics were as basic as you could imagine, and the camera would be on a person for three to five minutes without moving. And that was not that long ago.''

The newscasts on KMEX are compatible with English-speaking newscasts. Journalists often argue that the news reports on KMEX are harder-hitting, more in-depth and often better-balanced than their English-speaking competition. That's an argument that would have been a joke 10 years ago.

As the Latino population in L.A. continues to grow, viewers for KMEX continue to increase as well. The statistics are astounding, and perhaps especially so to those who confine their viewing to English-speaking programs.

From July 1999 to July 2000, viewers of KMEX grew in all major categories, according to Nielsen ratings. Daytime viewership shot up 30 percent, 16 percent for prime time, 18 percent for the 6 p.m. news and 23 percent for the 11 p.m. news. Actually, the only three L.A. stations to increase their viewership from July '99 to July '00 were KABC-TV and KVEA-TV, another Spanish-speaking station.

``We're finding that many people who are bilingual are picking this station over others,'' Valverde said. ``That's a very important population to us. We also draw people who don't speak Spanish, but understand it.''

While the improvements in Spanish-speaking TV have been dramatic over the past decade, the networks still strive to better themselves with more varied programming.

``I would like to see a 'Dateline' in Spanish,'' Agosto said. ``I would like to see more local programming for children. I would like to see longer newscasts and noon newscasts. We still don't have a noon newscast.''

Agosto was born in Puerto Rico; Valverde is from Argentina. Each was a reporter before becoming an anchor. Each went through many of the difficulties of being an immigrant in this country.

``I remember I used to go to press conferences, and the American reporters would not let us ask questions, not even in English,'' Agosto said. ``We would have to be in the back of the room. The community leaders or the politicians wouldn't give us any attention. Now, some press conferences start in Spanish.''

Spanish-speaking TV is just one manifestation of the immigration trends in Southern California. Of the estimated 15 million residents in Southern California, 31.5 percent are Latino, according to the most recent census figures. This is an increase of 23 percent from the previous decade.

At KMEX, the majority of employees are immigrants. The station has a corporate feel, but perhaps that feel is less than the English-speaking competition. The workers are diverse, but unlike the other stations, something binds them.

``We're all in the same boat,'' Agosto said. ``We're Latinos trying to make it in the U.S.''

And now, they're Latinos atop the TV ratings in L.A.

``NOTICIAS 34: PRIMER EDICION''

Where: KMEX (Channel 34). When: 5 to 7 a.m. Monday through Friday.

CAPTION(S):

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Photo:

Antonio Valverde and Nancy Agosto anchor L.A.'s highest-rated 5-to-7 a.m. show, ``Noticias 34: Primer Edicion,'' on KMEX.

Charlotte Schmid-Maybach/Staff Photographer