For years Spanish Broadcasting System was a radio-only operation, but it has been building its presence in the television arena with a Miami O&O and a multi-market network. The company’s completed acquisition of KTBU-TV in the Houston-Galveston DMA is a major step forward and a new source of program diversity for the local Hispanic audience.
The $16M acquisition adds the station to a pair of others on the SBS television side – WSBS Miami and WMEI in Puerto Rico. The company says the station has access to 1.8M households and brings it in contact with the fourth largest contingent of Hispanics in the US.
SBS CEO Raúl Alarcón was enthusiastic about the company’s new property. “This Houston acquisition marks another important watershed for MegaTV as we increase viewership in the western region of the country, reflecting our desire to replicate an augment our radio footprint with TV penetration in the largest U.S. Hispanic markets,” he said. “Our strategic vision of integrating our Radio, TV, Entertainment and Online properties is in full swing as we continue to seek out unique growth opportunities with a clear eye on capturing the U.S. Hispanic consumer.”
Judging by the words of Chief Revenue Officer Albert Rodriguez, SBS isn’t done growing in the region. He said, “The Houston DMA is our gateway to our Central/West Coast growth strategy, where MegaTV will now debut its original programming for a differentiated Latino audience. We have a unique style and a unique approach to Spanish-Language content, featuring renowned talent and innovative formats that will allow MegaTV to continue its successful ratings track record on a national level.”
“With the completion of this strategic Houston transaction, SBS and MegaTV have taken a significant step towards establishing network penetration of the U.S. Hispanic market,” added Alex Aleman, VP of Operations of MegaTV. “The station will play an important role in the growth of our TV business – KTBU-TV will allow us to provide the growing Hispanic population of Houston with a new Spanish language television alternative.”