felt that there was enough of a market for both stations to coexist, which was borne out by audience surveys in the wake of the launch of KVEA. However, its 22-year head start gave the station an extraordinarily high level of community identification; Villanueva, who noted that many people saw it as "our Channel 34". The restructured Univision had a strong presence in Miami, and conflicts between Cuban Americans at the network level and KMEX's largely Mexican audience in Southern California bred internal concerns. In 1989, channel 34 employees sent a letter to the network asking that the station's news director vacancy be filled by someone "who reflects the interests ... experience and culture of the Los Angeles TV audience". One consultant noted that under Villanueva, who had recently left as general manager, the station made money but did little to reinvest in its news product compared to Miami's WLTV. That same year, another future leader in Spanish-language broadcasting left the station: Walter Ulloa, founder of Entravision Communications, who had worked as an editorial writer, sales manager and news director at channel 34 before leaving in 1989 to start Entravision. Despite the increased competition from KVEA and other stations, KMEX maintained its lead and continued to grow. By 1990, it accounted for nearly 10 percent of all of the advertising revenue of Hispanic television, radio, and print media in the United States. It moved twice in ten years, first in 1992 and then to a facility in the Howard Hughes Center in 2002. However, even in the early 2000s, station revenues lagged its share of total ratings, common for the time among Spanish-language TV stations. Local programming News operation From the moment Villanueva became channel 34's news director in 1968, KMEX adopted a policy that generally has set the tone for Spanish-language television news in the United States, that of "advocacy journalism". Villanueva was succeeded by Ruben Salazar, a former writer for the Los Angeles Times, in January 1970. General manager Rank managed to outbid the Times for his services, believing that Salazar would complement what Villanueva had started. That August, Salazar was killed by riot police. A documentary on Salazar's death, Peace... on Our Time: KMEX-TV and the Death of Ruben Salazar, won a Peabody Award for TV public service programming. However, the station was also criticized by Chicano activists for moving quickly to shift the station away from