Alfredo Cruz comes to KVCR with years of experience in public media, having managed both community and institutional broadcast licensees. He rose through the ranks at stations offering popular music, Spanish language programming, news, NPR programming and Jazz. A nationally respected broadcaster, Cruz spent six years at WBGO, Newark, before coming west in the mid-90s to become a popular southern California jazz host at KKJZ, Long Beach (formerly KLON). Alfredo also worked at NPR in Washington, DC, for United Nations Radio in New York City, has taught college and university level courses, contributed to The Smithsonian Institution and written entries for scholarly publications. Over his decades-long career, Cruz has worked as an engineer, journalist, producer, news editor, production manager, music director, and as an assistant general manager. He is the winner of two consecutive awards from the National Association of Hispanic Journalists and comes to KVCR from his two most recent positions; as Station Manager at Trinity University’s KRTU in San Antonio, and as President and CEO of KUVO in Denver.
While this is his first time leading a joint-licensee with both television and radio, Alfredo Cruz does so with optimism. “Throughout my career, I’ve been fortunate to have worked with – and learned from – the finest public media professionals in the country,” Cruz said. “Those experiences have prepared me,” he said. “I’ve wanted to work at KVCR for many years and I’m excited to finally have the opportunity to be part of this talented team.” He added, “KVCR is a very special station, and the Inland Empire is a phenomenally diverse community that deserves a great radio and TV station. There’s a tremendous level of enthusiasm and potential here, and I’m looking forward to working closely with the staff – and with our community – to take KVCR to the next level.”
On the appointment, Bruce Baron, Chancellor of the SBCCD stated, “We are very excited about the appointment of Mr. Alfredo Cruz as General Manager of KVCR Radio/TV. He brings many years of successful experiences in public media to our station. He is the right person to move KVCR forward and to fulfill the strong commitment that the San Bernardino Community College District has to the community. KVCR is a vital resource to the Inland Empire and we look forward to adding new listeners and viewers through increased local programming and building even stronger ties to our community and two colleges.”
This will be a challenging time for Cruz as KVCR is working toward financial independence from the San Bernardino Community College District. In the budget year beginning July 1, 2014 the district hopes that KVCR will require no additional financial support from the District. Alfredo will work closely alongside the staff and community to move the stations forward with many projects including the newest KVCR Channel, FNX-First Nations Experience, what Cruz called “one of the most exciting programming developments in public media today!”
Alfredo Cruz was born and raised in San Antonio, Texas. He attended the University of Texas at Austin where he earned a Bachelor of Science degree in Radio Television and Film. As the recipient of a Corporation for Public Broadcasting Fellowship, and a Kiplinger Fellowship, Cruz also earned a Masters degree in Journalism from The Ohio State University. Alfredo Cruz is a long-time resident of the Inland Empire and thrilled to be working close to home and to his family.