SHERIDAN, WYOMING – April 14, 2026 – Spanish Broadcasting System, one of the largest Hispanic-focused media networks in the United States, is in the middle of a significant expansion that spans radio, streaming television, and international partnerships. The Miami-headquartered company — founded in 1983 and publicly traded since 1999 under the OTC Pink ticker SBSAA — operates radio stations, digital platforms, and live events across major U.S. cities including New York, Los Angeles, Chicago, and Puerto Rico, and has recently pushed into brand-new territories. For Spanish-language listeners, music fans, and anyone who follows Hispanic media, these moves point to a noticeably wider reach in the near future.
Expanding the Radio Network
SBS marked its first-ever entry into Texas with KROI-FM, branded as La Ley 92.1 FM in Houston. The station launched and quickly climbed to a Top 4 ranking in the general market — a strong early result that reflects real audience demand in one of the country's largest Hispanic population centers. Building on that momentum, SBS also entered the Tampa, Florida market with WSUN-FM, now branded as El Nuevo Zol 97.1, carrying the company's established El Zol format known for regional Mexican and Latin music. Both launches suggest the company is deliberately targeting cities with large, underserved Spanish-language radio audiences.
Separately, AIRE Radio Networks — operating under the SBS umbrella — announced the national syndication of El Show de Raúl Brindis, one of the best-known morning shows in U.S. Spanish-language radio. Syndication means the program can now air across far more stations nationwide, reaching listeners who previously had no local access to the show.
Streaming Comes to the Roku Channel
SBS announced a partnership with The Roku Channel to livestream LaMusica TV, its digital television brand. The deal puts SBS content on one of the most widely used free streaming platforms in the country, making programming available to anyone with a Roku device or the Roku app — no cable subscription required. For viewers who already use Roku as their primary streaming hub, LaMusica TV becomes accessible at no additional cost, lowering the barrier considerably compared to traditional broadcast or pay-TV models. The move mirrors a broader industry shift toward free, ad-supported streaming as the default distribution channel for Spanish-language content.
A Global Partnership for Hispanic Audio
SBS, PRISA, and CARACOL RADIO announced a partnership under the shared identity of "Hispanic Audio Leaders," with the stated goal of expanding the U.S. media footprint for Spanish-language audio. PRISA and CARACOL RADIO are major international Spanish-language media organizations, and connecting them with SBS's established U.S. network creates a significantly larger combined reach. Specific programming or platform details were not disclosed in the announcement, but the alliance links three well-known names in Hispanic audio under a single strategic direction.
On a separate front, SBS sold its Puerto Rico television assets to a Christian media group, a decision that appears to reflect a strategic focus on radio, digital, and live events rather than local TV operations in every market.
Why It Matters
Hispanic audiences in the United States represent one of the largest and fastest-growing consumer groups in the country, yet access to quality Spanish-language media has historically been uneven across cities and platforms. SBS's current expansion — new radio stations in Houston and Tampa, a free streaming deal on Roku, and an international audio partnership — directly addresses that gap. Listeners in markets that previously lacked an SBS signal now have it. Viewers without cable can access LaMusica TV for free. And a global partnership with PRISA and CARACOL RADIO could eventually bring programming resources that no single company could develop alone. Taken together, these steps expand what's available to a large audience that has often had to work harder to find content in their own language.
SBS continues to operate contests, live concerts, and digital platforms alongside its broadcast properties, maintaining one of the more varied portfolios in the Hispanic media space.
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