Cubs, Univision Partner on Spanish-Language Broadcasts



Now I must admit, I am not a sports fan. Even so I appreciate the huge place that sports play in our entertainment ecosystem. Another thing that seems to increase in importance in that ecosystem is Hispanic media. Today I’m going to bring you some news involving both.

Phil Rosenthal — one of the few remaining media columnists, currently nailing deadlines for the Chicago Tribune — brings us this news:

¡Vaca santa! The Chicago Cubs on Thursday announced a partnership with Univision Radio’s La Tremenda, WRTO-AM 1200, to broadcast 20 regular-season home games in Spanish, beginning with the Cubs’ April 21st game against the Cincinnati Reds.

It is the Cubs’ first Spanish-language radio deal in 14 years, although Cubs Chairman Crane Kenney told beat writers last month that it was “something we’ve been wanting to do,” given the growing number of Hispanic consumers.

I think its about time, considering the number of Hispanic baseball players and the popularity of the game in the Western hemisphere. Hispanics are the largest growing radio market in the U.S. I predict we’ll see more Spanish-language sportscasts and Hispanic music stations as time progresses. The thing I think will be interesting is Hispanic political talk radio. As things evolve, it’s a logical thing to look for.

Mr. Rosenthal was also kind enough to include a broadcast schedule for the 20 Spanish-language Cubs games that will be aired. It should be a muy bueno year for multicultural baseball: WRTO-AM already closed a deal to broadcast 39 Chicago White Sox games as well.

Photo courtesy of terren in virginia, used under its Creative Commons license


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