With more advertisers tuning into the growing U.S. Hispanic market, Hispanic and mainstream media companies are bolstering Spanish- and English-language content offerings for Hispanic
In the latest such move, Spanish Broadcasting System has launched Aire Radio Networks to create and distribute Spanish-language radio programming nationwide.
The five new networks, featuring shows addressing events, health, family, finances, education, sports, and entertainment, will reach a total of around 12 million listeners, or a quarter of the U.S.
Hispanic population, in 30 media markets, including nine out of the top 10, around the country every week.
The Aire Networks include the “Advantage Network,” targeting
Hispanic men; the “Young Adult Network,” targeting Hispanics 18-49; “The Millennial Network,” targeting Hispanics 18-34; “Prime Family,” targeting families on
weekends; and “The Mandril Network,” aggregating the audiences for the popular “El Vacilón del Mandril” talk show, featuring Ricardo "El Mandril" Sanchez out of KLAX-FM
97.9 “La Raza” in Los Angeles.
In addition to syndicating content, SBS will also provide promotional tie-ins, experiential marketing, and online and mobile platforms. The
Aire Networks are set to debut January 1.
The SBS move comes as Spanish-language broadcasters struggle to fill the gap left by the departure of Eddie “Piolín”
Sotelo, host of “El Piolín de la Mañana,” from Univision for satcaster Sirius XM in the wake of a still-unresolved sexual harassment lawsuit.
As noted, SBS
is just the latest in a series of media companies introducing new content offerings for the Hispanic market. In October, ESPN Deportes Radio signed a deal giving it Spanish-language broadcast radio
rights for NFL football games in the 2013-2014 and 2014-2015 seasons.
In June, Fox Deportes launched a new production arm, Fox Deportes Studios, to create original programming targeting
Hispanic sports fans. In May Telemundo Media unveiled Fluency, a multiplatform video production studio based in Los Angeles, which will produce content in both Spanish and English for a variety of
U.S. Hispanic audience segments. Last year, Univision launched a national, Spanish-language AM radio network featuring local, national and international news