América Televisión (Peru)

S.A., also known as América Televisión or América and stylized as américa, is a Peruvian television network created on December 15, 1958 by Antonio Umbert, Nicanor Gonzalez and Avelino Aramburú. Its creation was made possible by the agreement with NBC and its parent company, the Radio Corporation of America (RCA) and the construction of its headquarters on Calle Montero Rosas, in Santa Beatriz.
The channel is known for its famous icon, a globe of parallels and meridians that is inspired by the logo of its radial counterpart, Radio América, used between 1957 and 1970.
It is the second oldest Peruvian channel after TV Perú and the first commercial channel in Peru. Since 2003 it belongs to Grupo Plural TV, a company formed by an alliance between Grupo El Comercio and Grupo La República Publicaciones.
==Radio América TV Canal 4==
===1958–1964===
When the channel was created, its first logo was the same one used by Radio América between 1957 and 1970, but the letters TV and are added in the lower right part of the logo.
==Canal 4==
===1964–1969===
Then in 1964, the channel adopts the denomination of Canal Cuatro and the logo of that period was a number 4 formed by quadrilaterals, within the aforementioned number, a white screen with a black border and behind the 4, the word TV. This logo used to be complemented by the name under the logo or with the 4TV inside the O of .
===1969–1977===
In 1969 and in full military dictatorship of Juan Velasco Alvarado, the channel changed its name to , although the corporate name was still that of Canal 4. The logo of that era was the letters C4 joined by thick lines and curves and below and to the left, the word TELEVISION. When the channel was renamed América, in an Ident, this logo appeared above the then new name of the channel, but without the word TELEVISION.
With this logo, the channel created Telecentro in 1971, a joint-venture with its rival Panamericana Televisión, due to economic difficulties faced after the military dictatorship expropiated 51% of all Peruvian television assets that yea. The alliance lasted until 1980, with the return to democracy.
==América Televisión==
===1977–1982===
====1977–1978====
In December 1977, the channel adopts the definitive name of "América Televisión". The reason behind the change was to be totally different from its still existing radial variant. The logo of that era was a stylized television screen from the 70s in black, above, the word américa in white Venus Black typography, below, the word televisión in Helvetica Light typography also white and above the ó of the second word appeared an already very familiar version of a globe, this one at that time had three parallels and eight meridians, also of white color and used to turn to the left instead of to the right in the idents.
The logo was created by Brazilian cartoonist Mauro Borja Lopes, inspired by the second logo of the brazilian TV Globo, which had a similar shape and was also designed by him. Borja Lopes continued to work as a graphic designer within América until 2001 due to administrative pressures in the channel by the resignation of José Francisco Crousillat, owner of the channel at the time.
====1978–1979====
Then in June 1978, with the arrival of the color to the channel for the Argentina '78 World Cup, the logo was slightly modified, now the screen is a yellow-orange half and the other half is red, with the holes of the letters a in red and of the é yellow.
====1979–1982====
In November 1979, slight changes were made to the image, eliminating the yellow and red screen, the texts become black or of another color depending on the ident and the globe becomes at the top of the text américa. This was used as a secondary logo.
===1982–1990===
====1982–1987====
In August 1982, the first major logo change was launched under its current name. This logo consisted of the globe now made of yellow squares with the orange and red center, now with seven parallels and eight meridians and divided in two to fit the name américa televisión with the typography previously used for the word américa. It is one of the only versions of the globe (alongside the 2016 variant) in which it does not rotate; instead, using Scamimate, the yellow squares moved forward to compose the logo.
During this era, América Televisión created locally the term Telered, which described a set of 9 independently-broadcasting stations inside Peru which gave América Televisión better national coverage, carried better picture quality while retaining each cultureamérica tv - TELERED 1983 (YouTube video) (basically, Telered describes roughly the equivalent of the TV networks seen in North America). América Televisión often referred to itself as , and used the slogan to differentiate this system from those used in its competitors.
====1987–1989====
In 1987, a revision of the logo was launched, changing the color of the globe squares to red surrounded by a white border with a white canopy for the text, along with a shadow.
====1989–1990====
In 1989, with the arrival of satellite technology (which was well received with rebrands from various TV channels in Peru), the 1982 logo was revised for the last time, now with everything of gold color and in the lower right and inclined part, the word "".
===1990–1994===
====1990–1993====
In November 1990, the name above the globe first appears as América instead of América Televisión. The reason behind the shortening of the name was that many people were already beginning to refer to the channel as América rather than the full name due to the simplification of visual language.
The word televisión appears separate from the globe, being used as a separate element. In addition, as the channel was implemented to the satellite signal, a word in manuscript with a black line that crosses the globe. Inside the spots, the globe was yellow and the text was yellow. In this version, the balloon's rotation movement returns after leaving that rotation in the 1980s.
====1993–1994====
In 1993, Televisa bought América Televisión and its logo was revised, removing the word from the logo and moving the word televisión under the globe. A local variant of the main ident seen on Televisa's flagship channel, El Canal de las Estrellas, was also created. The globe, like the previous one, rotates with the exception of the text and is straight.
===1994–2003===
====1994–2002====
On June 24, 1994, the Crousillat family bought the channel and the previous logo was remade from scratch, now in 3D and without any opening in the middle of the symbol In addition, the name américa appears in white pasted above the balloon instead of opening in two to the logo and underneath, the word Televisión in black. This and the 2002 logo will be the last logos to carry the word Televisión on the logo before the arrival of Plural TV in the administrative ark of the channel.
In 2001, América Televisión's owners were caught as victims of the Vladivideos scandal, and were replaced by a creditors' board.
====2002–2003====
América Televisión 2002.svg|First version
América Televisión variante 2002.svg|Second version
In the era of the creditors' board, an interim logo was used in which the text américa is combined with the globe, and the separations of the squares disappear. In print ads the text américa televisión was used under the globe and on television, both words were separated by the globe, in white and placed on a black marquee with transparent ends. This logo was not created by the original creator of the iconic symbol, Mauro Borja Lopes, and this will be the last logo to carry the word Televisión in the logo.
===2003–2016===
Between October and November 2003, the new management led by Plural TV (a company created through an alliance between the Grupo El Comercio and the Grupo La República) announced a radical change in the channel logo through advertising spots under the slogan "". Finally, on November 16 of that year, the new logo was launched, a new globe formed by lines for the first time since 1982, which puts an end to the use of realistic globes used in the 80s and 90s, in white and above an orange square (which will be its main corporate color hencenwards) in a form similar to that of an iOS app icon and the first versions of Android (which will not were officially launched until 2007 and 2008 respectively).
The square with the globe is combined with a dark blue rectangle with the same appearance as the square and containing the text américa, which changes the Helvetica typography of the 80s and 90s to ITC Officina Sans. This logo from then on definitively removes the word Televisión from the logo due to the simplification of language at the beginning of the 21st century. This logo, like the following, was created by , an internal graphic design agency of the Grupo El Comercio.
===2016–present===
On June 6, 2016, the logo changes once again, focusing on the iconic globe symbol used since 1977, fine-tuning the outline of the logo and removing the orange square with the blue rectangle and moving the America text below the symbol (since 2021) now in Sweet Pro typography and also orange. In TV spots, also use the typography Acta Extra Bold. Alongside the 1982 logo, this is one of the only variants of the globe which doesn't rotate; instead, using motion graphics, the logo assembles from a few dots. Additionally, it is the ONLY variant of the globe which is usually not accompanied by the "América" wordmark, instead appearing on its own most of the time.
==References==
Category:Television channels in Peru
Category:Plural TV
Category:Peru
Category:Grupo El Comercio
Category:América Televisión
Category:Television channels in Latin America
Category:Lima
Category:OTI
Category:AIR-IAB
Category:Sociedad Nacional de Radio y Televisión (Peru)
Category:Centro Internacional de Televisión Abierta
Category:1958
Category:Televisa