Three popular Latino morning shows will go nationwide in January thanks to ABC Radio Networks’ newly inked five-year syndication deal with Spanish Broadcasting System (SBS).
ABC will nationally syndicate SBS’ Los Angeles-based show “El Cucuy de la manana,” hosted by the most celebrated radio personality in Hispanic radio, Renan Almendarez Coello.
In addition, ABC will syndicate both the New York and Miami shows of “El Vacilon de la manana.” Luis Jimenez and Moonshadow host the “El Vacilon” program on WSKQ-FM New York, while Enrique Santos and Joe Ferrero host the Miami show on WXDJ-FM. Jimenez has just wrapped a pic based on his radio show.
All three programs are the top morning shows among Hispanics in their markets as well as the No. 1- or No. 2-ranked morning show in the market regardless of language.
“There has been little opportunity for advertisers to reach Latinos on a national basis,” said Darryl Brown, exec VP of ABC Radio Networks.
In addition, he notes these programs will help reach Latinos on other issues and initiatives, including those concerning health, public safety, immigration or political. “Together, these shows will reach the Mexican, Cuban, Puerto Rican and other disparate Latino cultures in the U.S.,” Brown said.
ABC Radio Networks provides programming to 4,700 affiliate stations around the country. It also syndicates Disney’s radio sports program in Spanish, “ESPN Deportes.”
As part of the deal, ABC will have the exclusive rights to sell national inventory on the three stations, as well as on WLEY-FM in Chicago and KRZZ-FM, SBS’ new stations set to launch in San Francisco at the end of November.
“Over the past few years we have seen explosive growth in the market for Hispanic radio and look forward to reaching an even broader audience through this relationship with ABC,” said Raul Alarcon, chairman, president and CEO of SBS.
The deal between ABC Radio and SBS comes in the wake of two other significant developments in Hispanic Radio:
- In September, Clear Channel announced it would convert up to 25 of its stations to Spanish-language formats, raising its number of Hispanic radio stations to 43 in the next two years.
- Last month, SBS pacted with Viacom’s Infinity Broadcasting, giving Viacom a 10% equity stake in SBS estimated at $64 million in exchange for cross-promotion and a new radio station in San Francisco. SBS also has a promotional and sales alliance with NBC’s Telemundo.