iHeartMedia and Hispanic Radio Legend Enrique Santos Form Strategic Alliance to Develop Programming and Content for iHeartMedia Across Its Multiple Platforms – Broadcast, Digital, Social, Live Events, Video and Branded Content for Advertisers
Santos Named Chairman and Chief Creative Officer of Newly Formed iHeartLatino Division and Will Also Create New English-Language Programs Across Broadcast, Digital and Social For the Latino Community
Santos Partners With iHeartMedia and Will Launch on the New TÚ 94.9 in Miami Starting in October; New Morning Show Will Be Syndicated by Premiere Networks Across Spanish-Speaking Stations Nationwide
New York, NY – September 9, 2016 – iHeartMedia announced today it has joined forces with Hispanic radio legend Enrique Santos of Magnus Media to develop an unprecedented Hispanic multi-platform initiative that will leverage iHeartMedia’s reach of more than a quarter of a billion listeners monthly. This new alliance recognizes the increasing importance and size of the U.S. Hispanic population, both Spanish and English speaking, and builds on Santos’ unparalleled profile within the Latino community as a top-rated on-air talent, trusted source, social and media influencer, content creator and community spokesperson and leader.
Under this new alliance, Santos will magnify his broadcast and digital media presence through iHeartMedia’s industry-leading assets and massive reach. In addition, Santos will become Chairman and Chief Creative Officer of iHeartLatino, iHeartMedia’s new Hispanic platform, which builds on the company’s unique position as the number one Hispanic reach medium in the U.S. Today, iHeartMedia reaches 91% of the U.S. Hispanic population on a monthly basis — more Hispanics than any other media company, including Hispanic-targeted media companies. Anchored by the iHeartRadio Fiesta Latina mega-concert, the new iHeartLatino platform will aggregate the entire portfolio of iHeartMedia’s vast array of Hispanic targeted products.
Beginning in October, Santos will anchor iHeartMedia’s new Spanish-language station TÚ 94.9, which launched at 12 p.m. Friday, September 9. TÚ 94.9 will be the new home of the top rated Enrique Santos Show on weekday mornings. In addition to headlining the TÚ 94.9 lineup, Santos’ show will also be syndicated by Premiere Networks on Spanish-speaking stations across the U.S. beginning in October.
In addition, Santos will advance iHeartMedia’s efforts to activate the Hispanic audience across all of the company’s platforms; develop new Latino-focused programming and content; identify and develop new talent for the company in the Hispanic arena; and play a major role in iHeartMedia’s marquee live events – including the iHeartRadio Music Awards and the iHeartRadio Music Festival – and host the iHeartRadio Fiesta Latina.
“Enrique is a one-of a-kind talent, able to communicate equally as well to the Spanish and English speaking audiences. He also has unparalleled relationships within the Latino music and advertising industries and we look forward to building on those opportunities,” said Bob Pittman, Chairman and CEO of iHeartMedia, Inc. “With the entire iHeartMedia platform and its enormous reach at his disposal, he will be able to amplify his already successful profile and talents as well as create new content and opportunities for iHeartMedia and our consumers.”
“I couldn’t be more thrilled to be joining forces with iHeartMedia at this point in my career,” said Santos. “From our very first meeting, Bob and his team impressed me with their leadership and intense commitment to serve our community as a major priority. The iHeartMedia team’s forward looking approach coupled with the company’s massive reach provides the perfect foundation for us to create the next generation of transmedia entertainment for Latinos across the nation.”
Santos was represented in this negotiation by Michel Vega, CEO of Magnus Media, and Alexander Brown, Partner, The Concept Law Group.
About Enrique Santos
Born to Cuban parents in Chicago, Illinois, Santos gravitates fluidly between the Hispanic and mainstream American radio landscapes. His bilingual broadcasts are a crossover hit combining humor, social satire, and political commentary to bridge the cultural and generational divide of a diverse cosmopolitan audience and has made him one of the most popular Hispanic radio hosts in America. Throughout his career Santos has continuously set ratings and sales records in the nation’s most diversified Hispanic radio market.
Enrique has unprecedented access to some of the biggest names in pop culture including celebrities, musicians, and newsmakers. His clout also extends to the political arena where Santos has conducted historic interviews with prominent figures such as John McCain, Marco Rubio, President Barack Obama, First Lady Michelle Obama, and Secretary Hillary Clinton.
Santos has received numerous awards and accolades for his charity and community efforts including disaster relief in the wake of Hurricanes Katrina and Wilma, the deadly Indian Ocean tsunami of 2004, the earthquakes in Haiti, Chile, Japan and Mexico. He also volunteers as a Reserve Police officer for The City of Miami Police Department.