Rudy Treviño | Credit: KIII 3News

KINGSVILLE, TX – Rudy Treviño, a beloved figure in Tejano music and media, is set to join Texas A&M University-Kingsville as a Professor of Practice starting January 2025. Treviño, who has been a staple in South Texas broadcasting for nearly five decades, will also continue his role as the host of the long-running bilingual TV show, Domingo Live, and host of syndication radio show, Tejano Gold Countdown.

Treviño’s new position at Texas A&M-Kingsville will involve directing a future academic center dedicated to the study and conservation of Tejano music and media. This center, pending approval from the Texas A&M University System Board of Regents, aims to preserve and promote the rich cultural heritage of Tejano music.

Dr. Robert Vela, President of Texas A&M University-Kingsville, expressed his enthusiasm for Treviño’s appointment, highlighting his integrity, commitment to community, and passion for Tejano music. “Rudy Treviño is singularly positioned to lead these efforts. His career in journalism and dedication to Tejano music have made him a trusted name in news and a vital part of our cultural landscape,” Vela said.

Treviño, a sixth-generation Texan and Navy veteran, has been a prominent figure in Tejano music media, co-hosting the syndicated radio program Rudy Treviño’s Tejano Gold Countdown and earning accolades such as the Tejano R.O.O.T.S. Hall of Fame Lifetime Achievement Award in 2011. His transition to academia marks a significant milestone in his career, offering him the opportunity to inspire and educate future generations about Tejano music and its cultural significance.

Reflecting on his new role, Treviño stated, “The transition between a 47-year career in broadcast journalism and into the critical role of academia is a once in a lifetime opportunity. To be offered that responsibility, to inspire others interested in our culturally rich indigenous music, is nothing short of a blessing to pay forward that which has played a key role in my life and in the lives of so many who hunger for knowledge of nuestra música.”

Treviño will depart from the 3News evening anchor desk on Jan. 9. He has been the 6 p.m. and 10 p.m. anchor since 2021 following the retirement of longtime colleague Joe Gazin. Prior to that, Treviño anchored the 5 p.m. newscast and reported for 20 years. KIII-TV General Manager Rebecca Cantu notes that Treviño’s impact on 3News and the South Texas community is immeasurable.

“His passion for storytelling, love for Tejano culture, and unwavering commitment to our viewers have set a standard of excellence. While we’ll miss seeing him on the evening news, we’re thrilled he’ll continue to bring his heart and energy toDomingo Live,” Cantu said. “We’re also proud to support him in this next chapter at Texas A&M-Kingsville, knowing he’ll continue to inspire and shape the next generation of storytellers and musicians.”

Treviño’s skillset has the potential to help shape the next generation of communicators and enhance current University programs, including the Mexican American Studies Institute, the John E. Conner Museum, and the South Texas Archives.

“The origins of Tejano music and media are firmly rooted in the region we serve, and the study and conservation of these media aligns with several current programs, including the master’s degree in cultural studies and undergraduate programs in communication, music, and concentrations in sound recording technology,” said Texas A&M-Kingsville Provost and Senior Vice President for Academic Affairs Dr. James Palmer. “Mr. Treviño’s expertise in these areas is unmatched.”

Treviño will continue to anchor Domingo Live every Sunday alongside co-host Barbi Leo, with whom he’s shared a screen since 2005. He has hosted Domingo Live since 2001 – more than 1,200 episodes. That makes him the longest-serving host in Domingo Live history, longer than even its namesake Domingo Peña. His ongoing presence on the show ensures that his influence and passion for Tejano culture will continue to resonate with audiences both locally and nationally.

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Celina Martinez