Larry Sands Broadcaster. Leader. Proven.
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I am a 25 year veteran of the broadcast television industry with demonstrated success in growing businesses, achieving budgets and improving bottom line performance.  Known as a fair leader that develops successful teams through smart hiring, value-driven coaching, systems implementation and accountability.


"Experience is not what happens to you. It is what you do with what happens to you." Aldous Huxley

2015 - Present


We are a consultancy dedicated to accelerating the growth and development of our clients' respective businesses. Our clients and partners cross numerous industries, and include investor groups seeking opportunities in broadcasting, registries for internet domain names, transportation and logistics companies, website development, manufacturers, and executive coaching. Bridge builder for U.S. based companies seeking to enter Puerto Rico.

2013 - 2014

Regional Vice President & General Manager

Rebuilt senior leadership team. Facilities upgrades including new set design and construction.   Established new executive level relationships at clients, agencies and community partners.  Implemented social media strategy to drive engagement and reach at client, agency and viewer levels.

Results: Station awarded Emmy for “Best Newscast” for this period. Successful social media strategy delivers triple digit percentage growth in Facebook engagement.

2002 - 2013


Oversaw acquisition and launch of two new television networks, and construction of state of the art facilities to house them. Set all time highs in ratings, revenue and EBITDA, while setting new standards in community service and partnership. Produced entertainment, news and reality shows for local market as well as U.S. network. Successful renegotiation of union contract that led to increased flexibility and cost savings.
Results:  Inherited a 21.1% share of market revenue upon arrival in Puerto Rico in 2002, which grew to 39.2% by 2008, doubling EBITDA in six years.Established business process optimization to improve production efficiencies, quality, service and cost effective management that increased Cash Flow contribution to UCI from $17 million (2002-2005) to $75 million (2005-2009).

1997 - 2002

Vice President, General Manager, General Sales Manager

Established new sales management team and systems that led to double digit revenue growth each year.  Doubled station revenue in three years, growing market revenue share by 67%. Exceeded plan three out of four years; miss was in -5.3% market with station finishing +13%. Average revenue share increase of almost 20% per year.

Results:  Drove revenue +122% in Sacramento in less than five years, more than doubling market revenue share in that time. Broadcast Cash Flow grew 652% in that time.

1985 - 1997

National Sales Manager, Univision Phoenix 1995-1997
Account Executive, Seltel, Los Angeles  1992-1995
Local Sales Manager, KUSI-TV, San Diego 1990-1992
Account Executive, WTTG-TV, Washington, DC  1989-1990
Account Executive, WMAG-FM, Greensboro, NC 1986-1989
Account Executive, WZYC-FM, Beaufort/Morehead City, NC  1985-1986



James Madison University

BBA, Management & Communications.

Fulfilled requirements for both degrees

Self Funded Entire Education


"It's what you learn after you know it all that counts." John Wooden


Talent Development

Social Media



Digital Media


From Industry Professionals

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Phone: 331-444-3114