Use of Spanish and Latin American Radio Content for U.S. Hispanic

Productions and distribution of radio content targeting U.S. Hispanics very well can be an international business. If you don’t believe this, ask Luigi Bellizzi, Marketing executive at Grupo Latino de Radio (GLR). GLR, majority owned by Spains media group Prisa, distributes its flagship music program “Los 40 principales” throughout its whole footprint. The main thrust of the program is based on the version distributed in Spain, however the content is adapted through local program anchors in each country (Argentina, Colombia, Chile, Costa Rica, U.S and Mexico). GLR’s main sports program (Carrusel Mundial Deportes) is created with content created by radio journalists in all countries in which GLR is present.

In the U.S. GLR owns and operates a station in Miami  (Caracol Miami, Spanish-language Newstalk) and another station in Los Angeles (Mexican format).

In Latin America and Spain it owns and operates 1095 radio stations in Spain, United States (radio stations in Los Angeles and Miami), Mexico (Radiopolis), Colombia (Caracol), Argentina (Continental), Costa Rica, Panama and Chile.

Of course, with the advent of Internet radio broadcasting Internet users worldwide can access radio content from any station in the world. Latin American radio stations can be accessed from the U.S. and the other way around. Spanish Broadcasting System’s website, LaMusica.com is accessed by more than 100,000 unique Latin American users a month, out of a total of 1.4 million monthly unique users, says Izzy Gonzalez, Director of Sales SBS Interactive & Integrated Marketing. SBS recently inauguratd a digital facility in South Florida, which puts Radio, Interactive and TV under one roof.

By using geotargeting technologies, advertisers can specifically reach a specific geographic audience  (say Latin Americans accessing U.S. Hispanic radio sites).

Gonzalez’s and SBS’s goals are to make Lamusica.com a big player in global music.

Gonzalez adds that whenever live radio commercials come on, SBS  added a technology that allows live spots  to run through an interactive platform that does not interfere with what is going on over the air.


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