It’s a Class A digital over-the-air television station serving a portion of the Orlando DMA. And, in just a few weeks, it will become a MediaCo Holding Inc.-operated home to its Estrella TV network, shifting from a digital multicast signal tied to a Hearst Television station serving Central Florida.
Come March 24, WDYB-CD, operating on virtual channel 14 with a trio of digital multicast signals and serving Daytona Beach from a tower between Sanford and De Land, will serve as the new home of the Spanish-language broadcast television network created by MediaCo-owned Estrella Media under prior ownership.
The shift to WDYB-CD 14 marks the conclusion of a 17-year relationship with Hearst Television-owned WKCF-18, using its DT3 signal as its Orlando DMA home.
“Throughout that time, Hearst has played an instrumental role in building the EstrellaTV brand in the market, delivering strong promotion, distribution, and long-term support for the network and its viewers,” MediaCo said.
Now, sources tell RBR+TVBR that MediaCo is entering into a LMA with WDYB owner Latina Broadcasters of Daytona Beach ahead of a future purchase of the station. This is tied to a bigger MediaCo initiative that will see it — thanks to funding from Soohyung Kim’s Standard General — acquire properties across the nation’s top Hispanic DMAs.
“This market expansion represents a strategic investment in Orlando and reinforces our long-term commitment to serving Hispanic audiences with locally relevant, high-quality Spanish-language programming,” said MediaCo CEO Albert Rodriguez. “It allows us to deepen our connection to the community while creating new opportunities for viewers, advertisers, and partners.”
MediaCo Chief Revenue Officer Brian Fisher added, “This launch strengthens our ability to serve advertisers with greater scale and deeper local impact in one of the country’s most important Hispanic growth markets.”
