NEW YORK — One of the most recognizable multimedia personalities associated with Estrella Media, today controlled by publicly traded WQHT and WBLS owner MediaCo., will now see his radio program enjoy ad representation by a company some may consider a rival.
Entravision, which owns radio stations across the U.S. and has its own formidable lineup of syndicated programming catering to Spanish-speaking audiences across the continent, has inked an ad sales partnership with what is now being billed as “Estrella MediaCo.”
This sees Entravision’s Audio Network arm represent the network advertising inventory of Don Cheto al Aire, via its Don Cheto Radio Network. “We are excited to join forces with Estrella MediaCo to represent their beloved ‘Don Cheto Al Aire’ show,” said Liliana Aristizabal, Senior Vice President of Entravision’s Audio Network. “This collaboration underscores our commitment to delivering exceptional value to our advertisers and listeners by providing comprehensive market reach and superior content. Together, we will redefine the landscape of Spanish-language media and advertising.”
“Don Cheto” is the long-running morning air personality associated with “Qué Buena” in Southern California, Estrella Media’s flagship audio property that signed on under the company’s previous incarnation as Liberman Broadcasting. Don Cheto is the recipient of the 2024 Medallas de Cortez award for Radio Personality of the Year. His program is heard in other markets across the U.S., and with MediaCo’s two New York radio stations launching Spanish-language programming on HD2 channels, the new arrangement could point to “Don Cheto al Aire” adding the Big Apple to its affiliate roster.
Entravision programs include “Erazno y La Chokolata,” “El Show De Piolin,” “La Bronca Mañana,” and the “Shoboy Show.”
