MediaCo Launches Sigma Audio Networks To Streamline Multicultural Audio Buying.

MediaCo is expanding its push into multicultural audio with the launch of Sigma Audio Networks, a new national platform designed to simplify and modernize how advertisers reach America’s fastest-growing audiences.

The company says Sigma Audio Networks brings together its established portfolio of multicultural brands into a single, scalable audio network aimed at Hispanic, Black, Asian American and bicultural consumers. MediaCo’s assets include adult R&B WBLS (107.5) and rhythmic CHR “Hot 97” WQHT in New York, the Estrella Network, “Que Buena Los Angeles” (KBUE/KBUA/KEBN) and the Don Cheto Radio Network, which collectively reach millions of listeners with culturally relevant programming.

MediaCo says the new network addresses long-standing challenges in multicultural audio buying, which has often been fragmented and difficult for agencies to scale nationally. Sigma Audio Networks is positioned as a consolidated solution that aligns more closely with modern media planning and buying workflows, while maintaining radio’s reach and frequency advantages.

The network will combine premium radio programming with digital audio and live, community-based experiences. MediaCo says future growth will come through syndication, creator partnerships and expanded community engagement.

“Sigma Audio was built to be the voice of Hispanic, Black, Asian American and bicultural audiences,” said Elisa Torres, President and CEO, Sigma Audio. “Together with MediaCo, we will optimize our reach and grow with national scale and culturally-rooted programming, supporting our creators who inform, entertain and shape our communities. Sigma Audio was created to make multicultural audio buying simpler, more scalable, and aligned with how brands and agencies operate today.”

“We are thrilled to collaborate with Elisa and her team on the launch of Sigma Audio,” added Brian Fisher, Chief Revenue Officer, MediaCo. “Elisa and her operations leadership have spent decades building, expanding and operating some of the most successful audio networks in the country. The foundation of Sigma Audio is built on the successful results of years of hands-on experience, deep operational knowledge, cultural expertise and a clear understanding of what it takes to build audio platforms that perform at national scale.”

Albert Rodriguez, President and CEO, MediaCo, remarked, “This network is being built on MediaCo’s deep and growing roster of talent and content, as well as our foundation of operational excellence. Sigma Audio Networks expands and builds on our platform, giving advertisers a smarter way to activate multicultural audio at scale.”

Industry veterans welcomed the move, citing the rapid growth of multicultural audiences and the increasing need for partners that can deliver both scale and cultural relevance in a single buy.