Futuro Media Joins My Cultura To Expand Reach Of ‘Latino USA’ And Other Podcasts.

Futuro Media, the independent, non-profit news media organization and podcast studio founded in 2010 by journalist Maria Hinojosa, has joined the My Cultura Podcast Network, iHeartMedia’s network dedicated to elevating Latino voices and stories. The alliance includes series such as the Hinojosa-hosted “Latino USA,” which is the longest-running Latino news and culture program in the nation. While PRX will continue to distribute “Latino USA” to 387 public radio stations across the United States and Canada, the My Cultura Podcast Network will now distribute the podcast version of the show.

“Latino USA” has been on the air since 1993, and Hinojosa says joining the My Cultura Podcast Network is an opportunity for the show’s stories to reach more listeners than ever, while also making Futuro Media more resilient as an independent news nonprofit. Earlier this year, Futuro also moved into the subscription business with the launch of its subscription program Futuro+. The company has faced its own financial struggles in recent years, and the new iHeart and Futuro+ moves will open new lines of revenue.

“Our new partnership with iHeartMedia’s My Cultura is proof that after three decades on the air, our show is considered essential listening for people who care about fact-based journalism, extraordinary storytelling, great conversations, and award-winning investigative reporting,” said Hinojosa. “All of this matters because Latinos continue to be the fastest-growing demographic in our country and yet the most misunderstood,” said Hinojosa.

In the weeks ahead, “Latino USA” listeners can expect to hear humanizing accounts of breaking news that matter to Latino communities, including an update on legal work to stop extreme immigration enforcement actions. In addition to insightful current events reporting, listeners can expect features on Latino arts, popular culture and lifestyle, including an ode to telenovela villains and a spotlight on a Los Angeles soccer club for women.

“Our legendary show, ‘Latino USA,’ is entering a new era with podcast distribution through iHeart, enabling us to reach a larger audience at a time when Latino voices and stories are crucial to understanding the complexities of our country and its communities,” said Peniley Ramírez, Executive Producer and Executive Director of Futuro Media. “We’re proud to celebrate this meaningful new chapter, remaining rooted in public media while joining a network that truly values the vital role Latinos and Latinas play in shaping U.S. society,” she said in the announcement.

The My Cultura Podcast Network launched May 2021 in collaboration with Enrique Santos, President and Chief Creative Officer of iHeartLatino. Since launch, the network has seen steady listener growth and has become home to more than 60 podcasts including hit series like Chiquis and Chill, Princess of South Beach, Wrestling with Freddie, Sacred Scandal, Radio Ambulante, Magical Rewind, He Said, Ella Dijo with Eric Winter and Roselyn Sanchez, Enrique Santos Podcast, and You vs You with Lex Borrero, among others.

“‘Latino USA’ is a cultural institution that has positively shaped the way the Latino community is perceived through high-quality journalism and relentless authenticity,” said Leo Gomez, Head of My Cultura. “Being able to share these stories with more listeners nationwide thanks to our new partnership matters more than ever before.”

The addition of Futuro Media follows recent high-profile moves for My Cultura. Last month, it announced that actress Eva Longoria and her studio Hyphenate Media Group joined actor Wilmer Valderrama as stakeholders of My Cultura.