NEW YORK — MediaCo Holding’s recently launched national unit, Sigma Audio Networks, is rolling out national syndication of a longtime Estrella Media regional Mexican morning star and, concurrently, placing its recently installed morning man at “HOT 97” in New York into syndication.
This brings both “Don Cheto al Aire” — based at Estrella Media’s “Qué Buena” regional Mexican operation in Southern California — and Mornings with Mero at WQHT-FM in New York — to stations willing to air the program as an affiliate.
For Sigma Audio Networks, it will serve as the syndication and national ad sales home for Don Cheto, one of the last remaining vestiges of the former Liberman Broadcasting.
“These additions strengthen Sigma’s ability to deliver scaled, personality-driven audio
programming to multicultural audiences across terrestrial and digital platforms,” MediaCo noted in a Wednesday announcement.
MediaCo Chief Revenue Officer Brian Fisher added, “This expansion reflects the growing demand for culturally relevant, personality-led audio at scale. By bringing leading
franchises like Don Cheto and HOT 97 Mornings with Mero onto the Sigma platform, we
are strengthening our ability to deliver both reach and impact for advertisers.”
For Sigma Audio Networks President/CEO Elisa Torres (pictured, top left), “Both Don Cheto and HOT 97 Mornings with Mero represent the type of content that drives audience engagement today—authentic, culturally connected, and built around strong personalities and teams. Through Sigma, we are scaling that content nationally across broadcast and
digital platforms.”
