Entravision is expanding its Spanish-language media offering with La Tiendita Mornings with Melissa Rios, a new weekday morning show on Reyna 103.1 FM (KDLD) in Los Angeles that combines traditional radio broadcasting with live mobile programming and community-focused content. The launch creates another platform for advertisers seeking to connect with Latina audiences through local audio, digital and social media experiences.
The show airs Monday through Friday from 6 a.m. to 10 a.m. Pacific Time as part of Somos Reyna, Entravision’s Latina-focused multimedia platform. According to the company, the program is designed to bring radio directly into Los Angeles neighborhoods, with live mobile broadcasts from local businesses, coffee shops and other community locations.
Live Mobile Broadcasting Extends Audio Advertising Opportunities
The show’s format divides its production between the Reyna studio and a mobile setup branded the “ReynaLona” Bronco. Melissa Rios hosts from the studio on Mondays, Wednesdays and Fridays, while Tuesdays and Thursdays are reserved for broadcasts from locations across Los Angeles.
Entravision describes the format as the market’s first live mobile morning show. The distinction has not been independently verified, but the approach illustrates how radio broadcasters can use location-based programming to connect on-air content with real-world communities.
The programming combines news, pop culture, relationships, wellness and everyday conversations. Its neighborhood-store concept is intended to create a familiar gathering place for listeners while giving local businesses opportunities to participate in the show’s community-oriented format.
For advertisers, this model could support campaigns that combine audio exposure with local activations, sponsored segments and digital content. However, Entravision has not disclosed advertising packages, pricing, audience measurement details or projected revenue from the new program.
A Creator-Led Approach to Audience Engagement
Rios brings more than a decade of experience across radio, television and entertainment, according to Entravision. The company also says she has built a social media following of more than one million people, providing an existing audience that could complement Reyna’s broadcast reach.
The appointment reflects a broader media strategy in which recognizable hosts and creators help develop programming around specific communities and audience interests. For advertisers, a host-led format can offer a more personal connection than a conventional spot, although campaign effectiveness depends on audience alignment, execution and measurement.
Entravision President of Audio Eduardo Maytorena described La Tiendita as a new programming franchise built around community connections and Latina voices. Interim Head of Programming Isabel Gonzalez said the mobile format would bring the show into neighborhoods where its listeners live and work.
Reyna Builds a Cross-Platform Advertising Proposition
Reyna launched in August 2026 with Reyna 103.1 FM as its flagship station. Entravision positions the platform as a multimedia destination created for and curated by Latinas, combining audio with mobile, social and streaming channels.
The company cites 4.9 million Latinas in the Los Angeles market, highlighting the potential audience for targeted Spanish-language and culturally relevant media. That population figure describes the market opportunity, not the show’s expected listenership.
For agencies and brands, the commercial proposition lies in connecting broadcast programming with digital distribution and neighborhood-level engagement. Such a model may create opportunities for integrated campaigns across multiple touchpoints, provided advertisers can establish clear audience reach, frequency and performance metrics.
The launch also gives Entravision another way to develop original programming around a defined audience rather than relying solely on conventional radio formats. Whether the strategy translates into sustained advertising demand will depend on listener engagement, advertiser participation and the ability to demonstrate value across channels.
As media companies compete for audience attention across fragmented platforms, La Tiendita represents Entravision’s effort to combine local radio, creator-led programming and community presence in one offering. Its commercial significance will become clearer as the show builds an audience and the company develops its advertising proposition.
Market Landscape
Audio companies are increasingly exploring ways to connect broadcast programming with creators, social distribution and in-person community engagement. Entravision’s approach combines an established radio station with a new host-led franchise and mobile production.
The opportunity for advertisers is cross-channel storytelling, particularly for brands targeting Spanish-speaking and Latina audiences. However, the value of such offerings depends on measurable reach, audience relevance and the ability to coordinate campaigns across broadcast and digital environments.
Strategic Outlook
The launch gives Entravision a new programming property that could support integrated advertising, local sponsorships and creator-led brand partnerships. Its mobile format offers a potential point of differentiation, while the Somos Reyna platform creates opportunities to extend content beyond radio.
The next indicators to watch are audience growth, advertiser adoption, the availability of cross-platform campaign measurement and whether the mobile broadcasts generate repeatable commercial opportunities for local businesses and national brands.
Top Insights
- New audio franchise: La Tiendita Mornings with Melissa Rios airs weekdays on Reyna 103.1 FM in Los Angeles.
- Mobile programming: The show plans live broadcasts from local neighborhoods twice a week.
- Creator-led reach: Entravision says host Melissa Rios has more than one million social media followers.
- Advertising opportunity: The format could support integrated audio, social and local activation campaigns.
- Unproven commercial impact: Pricing, audience metrics and advertising revenue projections have not been disclosed.
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