MediaCo Holding Inc. (Nasdaq: MDIA), a national leader in multicultural media, has officially launched WMBC-TV in New York, now operating as EstrellaTV NY. The full-power HD station, owned by Mountain Broadcasting Corporation, offers must-carry coverage on all major cable providers and transmits from One World Trade Center, reaching more than 20 million viewers across the New York metro area.
The transition to EstrellaTV NY on October 20, 2025, marks a strategic expansion for MediaCo into the nation’s largest Hispanic media market. EstrellaTV is now firmly positioned among the top three Hispanic television networks in the U.S., enhancing its audience reach for viewers and advertisers alike.
“This marks a defining moment for EstrellaTV, positioning us firmly among the top three Hispanic networks in the nation,” said Albert Rodriguez, CEO of MediaCo. “Our partnership with Mountain Broadcasting gives EstrellaTV unmatched presence in New York, delivering full-power, over-the-air HD coverage to millions of viewers. It’s a tremendous opportunity for brands and agencies to connect with the city’s vibrant Latino community.”
MediaCo highlights significant commercial potential with this expansion. Brian Fisher, Chief Revenue Officer, noted that advertisers can now engage the nation’s second-largest Hispanic audience across television, radio, streaming, and live events, leveraging a unified network to drive measurable results.
The launch of EstrellaTV NY aligns with MediaCo’s mission to provide culturally relevant programming and premium advertising opportunities nationwide. By strengthening its footprint in New York, MediaCo offers a compelling platform for brands seeking to reach highly engaged, multicultural audiences through both broadcast and digital channels.
Industry Context: The Hispanic media market is one of the fastest-growing segments in U.S. media, with advertisers increasingly seeking platforms that combine broad reach with culturally resonant content. MediaCo’s expansion positions EstrellaTV to compete with Univision and Telemundo while offering unique, multi-platform advertising solutions for marketers targeting this key demographic.
