MediaCo taps WMBC-TV to expand Hispanic audience reach

MediaCo Holding Inc. has announced the launch of WMBC-TV in New York, a full-power HD must carry television station now featuring the EstrellaTV Network. The move marks a key step in the company’s growth strategy within the U.S. Hispanic media landscape.

WMBC-TV, owned and operated by Mountain Broadcasting Corporation, delivers over-the-air HD coverage and is available on all major cable providers’ broadcast tiers. Broadcasting from the top of One World Trade Center, the station reaches more than 20 million viewers across the New York metropolitan area.

EstrellaTV strengthens foothold in New York

On October 20, 2025, WMBC-TV transitioned to EstrellaTV NY, expanding EstrellaTV’s reach in one of the nation’s largest Hispanic media markets. The development strengthens the network’s position among the top three Hispanic television networks in the United States, offering broader access for both audiences and advertisers.

Albert Rodriguez, CEO, MediaCo: “This marks a defining moment for EstrellaTV, positioning us firmly among the top three Hispanic networks in the nation. Our partnership with Mountain Broadcasting gives EstrellaTV an unmatched presence in New York, delivering full-power, over-the-air HD and must-carry coverage to millions of viewers. This is a tremendous opportunity for brands and agencies to connect with the city’s vibrant Latino community.”

New opportunities for advertisers

Brian Fisher, chief revenue officer, MediaCo: “This expansion opens significant new revenue opportunities across our local, national, digital, and live event platforms. With EstrellaTV NY, advertisers can connect with the nation’s second largest and most influential Hispanic audiences through a unified network that spans television, radio, streaming, and concerts. It’s a powerful ecosystem built to drive engagement and measurable results.”

The launch of EstrellaTV NY reinforces MediaCo’s commitment to delivering culturally relevant content and expanding premium advertising opportunities for multicultural audiences across the country.

www.mediaco.now

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