Mumbai: Federico Antonio de la Garza Caballero has been named Managing Director of the Motion Picture Association’s (MPA) Mexico operations. De la Garza will manage and represent all aspects of the MPA’s presence in Mexico including strategic planning, government relations and anti-piracy operations. De la Garza’s appointment underscores the ever-growing focus of the film industry on Mexico and the elevated importance of devoting more operational resources in the region.

"Federico is a seasoned veteran who brings with him a broad perspective and understanding of the challenges facing the Latin American market and Mexico in particular," said Motion Picture Association chairman and CEO Dan Glickman. "We are pleased to welcome Federico to our global family."

Mexico is a significant market for MPA member companies and is the second largest market in Latin America. The Mexican film market suffers one of the highest piracy rates in the world with an estimated loss to the industry of $1.1 billion in 2005.

De la Garza will assume his new position on 1 August and will report to MPA president and COO Bob Pisano. "Our member companies face many challenges in Mexico," said Pisano. "Federico has his finger on the pulse of the film industry in Mexico and has developed crucial relationships with our key industry partners including exhibitors, distributors, and retailers that will serve him well in his new position."

De la Garza most recently served as the General Manager of Warner Bros. Home Entertainment Division in Mexico where he was responsible for the overall development and coordination of business strategy with other Warner Bros. divisions to maximize its investment in that country.

"Joining the MPA is an honor and a great challenge. In my previous role as a member of the Warner Bros. home video team in Mexico, I worked closely with the MPA and understand the challenges that lay ahead in meeting the needs of all of the MPA member companies. I am eager to take on this new role," said De la Garza.