In mid-April, Estrella Media signed off on a transaction that saw the sale of its network, content, digital, and commercial operations to the publicly traded owner of two radio stations in New York. Now, MediaCo Holding Inc. is tapping into that investment with the launch of HD2 multicast stations on each of those FM properties.
As first reported by Streamline Publishing’s Radio Ink, MediaCo has brought a regional Mexican format back to the New York Tri-State Area with the placement on WQHT-FM 97.1 HD2 of “La Buena,” offering a mix of Norteña and Ranchera music, along with Cumbias enjoyed by Hispanics of Central American origin. The name harkens back to the former “Qué Buena 92.7,” formerly a Univision Communications station and today a facility owned by Family Radio.
MediaCo says “La Buena” is designed to appeal to the large percentage of Hispanics of Mexican heritage from Puebla who reside in the listening area, as well as the growing population of individuals in the State of Mexico and CDMX (the sprawling Mexico City formerly known as “Districto Federal”) now in New York.
On WBLS-FM 107.5 HD2 comes a romance-fueled Spanish-language Adult Contemporary format designed to draw listeners from SBS’s WPAT “93.1 Amor,” which has evolved in recent years to become more pop-driven. The HD2 presentation is branded as “Luna 107.5 HD2,” and showcases acts including Luis Miguel, Juan Gabriel and Maná with a playlist featuring the last 40 years of baladas y pop.
“Luna” will also serve as the Spanish-language radio home for the New York Jets NFL team.
In addition to SBS, MediaCo will seek to attract audiences from TelevisaUnivision’s Spanish Contemporary WXNY-FM 96.3.
While MediaCo acquired the network, content, digital and commercial operations of Estrella Media, the company remains the owner of its 11 radio stations in Los Angeles, Dallas and Houston.
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