Radio Televisora Del Centro

Ricardo Salinas was frustrated for years that he could not afford to advertise his Elektra electronics store chain on television, even though with 275 shops it is Mexico's largest. That's because Mexican media giant Televisa--whose four networks enjoy a near monopoly of the TV advertising market here--virtually demanded a full year's payment in advance, and he did not have that much money on hand.

Ricardo Salinas was frustrated for years that he could not afford to advertise his Elektra electronics store chain on television, even though with 275 shops it is Mexico's largest. That's because Mexican media giant Televisa--whose four networks enjoy a near monopoly of the TV advertising market here--virtually demanded a full year's payment in advance, and he did not have that much money on hand.