MediaCo Holding Inc. announced the launch of a new EstrellaTV station, WDYB‑CD, in Orlando, Florida, scheduled to begin broadcasting on March 24, 2026. The move adds a full‑time Spanish‑language outlet to the company’s portfolio of nine broadcast stations and eight FAST channels, positioning EstrellaTV in one of the nation’s fastest‑growing Hispanic markets.
The Orlando station will operate under a local‑marketing agreement with Latina Broadcasters of Daytona Beach, the current owner of WDYB‑CD. The agreement gives MediaCo control of programming and advertising sales while the company pursues a potential future purchase of the station. The launch replaces the 17‑year partnership with Hearst Television’s WKCF 18.3, which had carried EstrellaTV programming in the market.
MediaCo’s CEO Albert Rodriguez said the expansion “reinforces our commitment to serving Hispanic audiences with locally relevant, high‑quality Spanish‑language programming and creates new advertising opportunities in a high‑growth market.” Chief Revenue Officer Brian Fisher added that the Orlando launch “strengthens our ability to serve advertisers with greater scale and deeper local impact in one of the country’s most important Hispanic growth markets.”
The move comes as MediaCo’s overall revenue has accelerated, with year‑to‑date net revenue of $94.7 million in Q3 2025, up 51 % from the prior year, and an adjusted EBITDA margin that has improved as the company integrates its recent Estrella Media acquisition. The new station is expected to contribute to the video segment’s growth, which has been a key driver of the company’s shift from a traditional radio broadcaster to a multi‑platform media business.
Analysts note that Orlando’s Hispanic population is projected to grow by more than 20 % over the next decade, making the market an attractive target for Spanish‑language broadcasters. By adding a local station, MediaCo can capture higher‑value local advertising inventory and deepen its audience reach, supporting the company’s broader strategy to diversify revenue streams and reduce reliance on legacy radio.
The launch also signals MediaCo’s confidence in the long‑term viability of the EstrellaTV brand. Since the April 2024 acquisition of Estrella Media, the network has expanded from a handful of affiliates to a national presence, and the Orlando station will be the first to bring the brand’s full‑time programming to a major metro area outside of the existing markets.
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