Estrella TV adds a Texas market


Liberman Broadcasting (LBI Media) announced that it entered into an agreement with Communications Corporation of America (CCA) to add an Estrella TV affiliate in the Odessa-Midland, TX market. The network will air on Channel 24.2 of KPEJ-TV, whose main channel is the market’s Fox affiliate.

Odessa-Midland is the 40th largest Hispanic TV market, representing approximately 55,580 Latino households. Estrella TV notes that it now reaches over 75% of US Hispanic TV households across 30 markets.

Since becoming Nielsen-rated in January, Estrella TV says it has generated consistent results in core demographics across many day parts, including primetime, “outperforming established networks like TeleFutura on a regular basis.”

This marks LBI Media’s second deal with CCA in Texas. In February 2009, Estrella TV gained four other affiliates: Brownsville-McAllen (KVEO-TV), El Paso (KTSM-TV), Waco (KWKT-TV) and Tyler-Longview (KETK-TV). Counting Odessa-Midland, the network has affiliates or O&Os in nine Texas markets, including LBI Media’s two O&O stations in Houston and Dallas-Fort Worth and its two other affiliate partnerships in San Antonio and Austin.

“As we continue to build out our national platform, affiliates like CCA are seeing the benefits of joining Estrella TV and validating our success by expanding our existing partnership,” said Lenard Liberman, CEO and President of LBI Media. “With our upfront tour underway, advertisers will fully appreciate why our sought-after network is resonating with viewers and our partners,” he added.