Comcast Cable has hired Ruben Mendiola as its vice president and general manager of multicultural video services.

Mendiola reports to Marcien Jenckes, senior vice president and general manager of video services for Comcast.

Ruben MendiolaIn his new job, Mendiola is responsible for directing, designing and implementing Comcast's multicultural video services strategy. He will collaborate with various Comcast divisions, regions and business unit partners to develop competitive product pricing, positioning and marketing strategies.

"Meeting and exceeding the needs of the multicultural marketplace is high priority for Comcast. With Ruben's vision and 20 years of experience in creating and developing quality programming specific to these markets, Comcast will continue to deliver compelling products and exciting content lineups for current and prospective multicultural customers," said Jenckes.

Mendiola joined Comcast from Dish Network, where he was general manager of Latino programming and Spanish business development. During his nine years at the company, he not only spearheaded and defined the company's Spanish video content initiatives, but he was also responsible for creating the Dish Latino division.

Prior to Dish, he was vice president of programming and operations at Fox Sports Latin America. He also served as programming director for pay TV at Grupo Televisa, where he was responsible for content negotiations for all pay-TV systems of Televisa, including Sky Entertainment Services and Cablevision.

In order to help win approval of its $30 billion majority stake in NBCUniversal, which closed a year ago this month, Comcast agreed to add more Hispanic programming to its channel lineup. In the summer of last year, Comcast announced it had expanded the carriage of eight Hispanic networks by approximately 14 million subscribers.