MIAMI — In between songs from Wisin & Yandel, Prince Royce and J. Balvin, Enrique Santos was conversing with his local listeners on iHeartMedia‘s reggaetón-fueled Spanish Contemporary WZTU-FM “Tú 94.9.”
Among the topics shared on Wednesday’s program, “Do you tell your partner when someone flirts with you?” and “My co-worker asked me to be his lover.”
The bits are heard nationally, on a Spanish-language syndicated morning show originating from WZTU. That will continue, along with Santos’ other corporate duties for iHeartMedia, thanks to a new contract.
It’s a five-year agreement, iHeartMedia said Thursday, keeping him in the role of President and Chief Creative Officer of the iHeartLatino arm.
In addition to those duties and his en español morning program, Santos will continue to host an English-language weekly syndicated radio show largely heard on iHeart-owned stations, “On The Move with Enrique Santos.”
He’ll also take the lead in developing iHeartMedia’s Latin-focused content for TV specials and other multimedia platforms, and work closely with iHeartMedia’s digital products to better engage Hispanic consumers. This includes developing Hispanic content magnets across all of iHeartMedia’s assets, and identifying and developing new talent in the Latin arena.
Further, Santos is poised to play “a major role” in such events as the iHeartRadio Music Awards and the iHeartRadio Music Festival. He’ll also serve as host of the iHeartRadio Fiesta Latina.
Tom Poleman, the longtime radio programming executive who today is Chief Programming Officer and President of iHeartMedia’s National Programming Group, commented, “The Latin community listens to radio more than any other group in the U.S., with radio reaching 95% of the Latin population nationwide. Enrique is an extraordinary talent with the unparalleled ability to connect with listeners and the Latino community across the country. As the President and Chief Creative Officer, Enrique has helped us grow the iHeartLatino multi-platform brand that now connects and engages with tens of millions of Hispanic listeners every month through our broadcast radio stations and digital platforms. Together, we are excited to continue this growth trajectory of our Spanish- and English-speaking Hispanic audiences even further.”
Santos, in prepared comments (as he was on the air), added, “iHeartMedia’s commitment to serving the needs of the Latin community throughout the nation is unparalleled and I’m honored to continue leading our commitment to our community. In these times of misinformation, it is more important than ever for our listeners to have unfiltered, honest and credible sources, as well as relatable voices that they trust. We stand committed to continue to unite, lift, entertain and inform our LatinX listeners.”
Santos on Sept. 9, 2016 was officially introduced as Chairman and Chief Creative Officer of iHeartMedia’s newly christened iHeartLatino division. It brought renewed life to an effort first brought to fruition by Alfredo Alonso, one that included the change of Smooth Jazz WNUA-FM in Chicago to Spanish Contemporary as “Mega 95.5.” The 2009 move wasn’t successful, and Alonso exited in January 2011; in 2012 the station tried regional Mexican, but couldn’t compete against SBS and Univision Radio. Today, the station is Rock WCHI-FM, following an unsuccessful run with a Country format.
Santos is a veteran of Miami’s Hispanic radio scene — one iHeartMedia labeled a “legend” in its announcement — who hosted mornings with former partner Joe Ferrero at SBS’s WXDJ-FM “El Zol 95.7” and, later as a solo act, on Univision’s WRTO-FM “Mix 98.3.”
With Ferrero, Santos enjoyed stellar success in South Florida, generating top ratings and renewed vigor to Miami’s Spanish-language radio scene.
Santos was once again represented in this negotiation by Michel Vega, CEO of Magnus Media, and Alexander Brown and Ravi Seepersad of The Concept Law Group, P.A.
FROM THE RBR+TVBR ARCHIVES:
