Hernan Lopez doesn’t look like a guy who produces telenovelas, the soap operas that dominate the airwaves throughout Latin America. He looks like a guy who stars in them. With his wavy black hair, firm jawline and velvety Argentinean accent, it’s easy to picture him galloping home on a white horse to rescue his childhood sweetheart from losing the family hacienda to a corrupt patrón.

But Lopez has a different quest ahead of him. As CEO of Fox International Channels he’s the point person and prime mover behind News Corp.’s effort to capture an outsize slice of a $1 trillion pie: the surging U.S. Hispanic market. Standing in front of 900 ­potential advertisers at the Ziegfeld Theatre in ­Manhattan, as part of the annual upfronts, when TV networks spare no expense to showcase their upcoming offerings, he provides an early glimpse of ­MundoFox, a national ­Spanish-language broadcast television channel News Corp. is launching later this month.

— “The Next Media Jackpot: The Fight For The $1 Trillion Hispanic Market,” by Jeff Bercovici for Forbes.