According to a press release, Rodriguez takes on the responsibilities of supervising all on-air advertising sales strategies and initiatives as well as overseeing annual billings for SPTI's wholly owned networks and channel investments in Mexico. This includes Sony Entertainment Television, AXN, E! Entertainment, The Warner Channel, A&E Mundo and The History Channel.

Recently Rodriguez served as MindShare Mexico executive VP and MP. In this post since August 2000, he was involved in strategic planning and buying across all media; and also provided specialty media services covering research, sponsorship, digital and econometrics. Responsible for approximately $250 million in yearly billings as well as overseeing a staff of 100 people in the areas of strategic planning, tactical planning, implementation and buying, Rodriguez' clients included Mattel, Nestle and Kodak.

In addition to the global distribution of software created in the US, SPTI also recognises the need for high profile, locally produced television, says the release. It adds that SPTI is continuing to expand its worldwide distribution of current television series along with motion picture and television library assets to broadcasters around the world.

SPTI's international networks are a key strategy in the company's long-range commitment to the global marketplace, with 30 channels in more than 100 countries reaching over 230 million households worldwide.