Enrique Santos

iHeartMedia Launches New Latin Division, iHeartLatino

Enrique Santos
Enrique Santos (via Facebook)

iHeartMedia and Hispanic radio personality Enrique Santos have launched a new Latin music division, iHeartLatino. According to Billboard, “this would be the first time a mainstream radio company — in this case the biggest radio company in the country — creates a Latin division.”

Santos will serve as chairman and CEO of iHeartLatino and will anchor iHeartMedia’s new Spanish-language station, TÚ 94.9. The station will be the new home of his weekday morning show starting in October. In addition, Santos will be responsible for developing new Latino-focused programming and content, as well as identifying new talent. He will also play a role in iHeartRadio Music Awards and the iHeartRadio Music Festival.

Santos told Billboard:

“Words cannot describe how ecstatic and how proud I am for the future of Latinos in radio. We have a media group that respects Latins and is giving us, in a very special and historic moment in history, this super highway to create, to elevate and to pave the path for our music our people and culture.”

Santos was born in Illinois to Cuban parents and has been on the air for 20 years. He was previously at Univision Radio, where he hosted the nationally syndicated Enrique Santos Show for nine years.

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