MediaCo has launched a multicultural audio network called Sigma Audio Networks LLC.
It said multicultural audio buying typically has been fragmented and difficult to scale nationally. “Despite radio’s proven ability to deliver reach and frequency, the infrastructure has not kept pace with how modern agencies plan and buy media,” according to its announcement.
“As the United States continues to grow more diverse, MediaCo’s longstanding leadership in serving Hispanic, Black and bicultural audiences has positioned it at the forefront of multicultural media. Through legendary brands like WBLS-FM, HOT97, the Estrella Network, Que Buena Los Angeles and the Don Cheto Radio Network, MediaCo delivers unmatched cultural relevance, trusted voices and consistent daily connections with millions of listeners nationwide.”
It said Sigma Audio Networks will build on that national reach, the company’s credibility in the communities it serves and its content ecosystem. The network will offer advertisers reach to Hispanic, Black, Asian American and bicultural audiences through a single buy.
The announcement was made by MediaCo President/CEO Albert Rodriguez, Chief Revenue Officer Brian Fisher and Sigma Audio President/CEO Elisa Torres.
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