He’s the co-host of the Hispanic Radio Conference, the annual two-day conference that begins Wednesday in Doral, Fla. Now, the show he helms that is syndicated by Entravision has picked up four new affiliates — including a market in the Keystone State with a growing Latino audience.
The Shoboy Show, hosted by Edgar “Shoboy” Sotelo, has been added to the lineup on Norsan Media-owned Latin Urban WYKB-FM “Flow 105.3” in Jacksonville; Classic Regional Mexican Lazer Broadcasting’s KBQF-FM “La Mejor” in Shafter, Calif., serving Bakersfield from the north; WSJO-HD2 “Play 93.9” (W230AA) in Atlantic City, N.J.; and in Scranton-Wilkes Barre.
The addition of reggaeton-fueled Latin Pop WGGY-HD3 is significant, as it shows growth in Spanish-language radio listening in Northeast Pennsylvania — something that’s only happen in recent years. Here, “La Mega Radio” can be heard on W235DC at 94.9 MHz and W237DP at 95.3 MHz; the audience is mainly of Dominican and Puerto Rican heritage. Across Spring 2022, “La Mega” generated significant ratings in the Nielsen Audio ratings.
The presence of the bilingual Shoboy Show on different formats with the syndication expansion is perhaps the best reflection of today’s Hispanic audience, and how culture moreso than language and the content shared in a relatable way connects with consumers.
The Shoboy Show debuted in 2020 at KKPS-FM in the Rio Grande Valley, with Entravision enjoying an exclusive sales agreement to represent the program on a network basis.
Other affiliates can be found in California; Salt Lake City; Albuquerque; Las Vegas; Houston; and in Washington, D.C.
With the additions of the Jacksonville, Bakersfield, Atlantic City and Scranton markets, 15 stations now syndicate the program.
“We are very excited to continue the expansion of the Shoboy Show, which has consistently driven instant engagement with listeners,” says Entravision Radio VP/Programming Nestor “Pato” Rocha. “The Shoboy Show is part of the biggest music and lifestyle movement in the world. It’s bilingual, trendy, and personality-driven and a fast rising radio show.”
Sotelo added, “What a great opportunity to welcome even more listeners to our familia. As we continue to expand our reach across the US, it is clear that listeners are searching for representation of their bicultural Latino lifestyle on the radio. I am so happy that the Shoboy Show can provide that exact opportunity, and I am grateful to all of our program directors for continuing to provide us with amazing opportunities to connect with listeners across the nation.”
