ABC Radio Networks has announced that it has signed a deal to syndicate a radio show hosted by Puerto Rican reggaeton phenomenon Daddy Yankee.
The agreement calls for ABC to develop and distribute a two-hour weekly show primarily targeting 18-to-34-year-old Latinos, the fastest-growing segment of the Hispanic population. The show is expected to run on Saturday evenings beginning this fall.
“We like to bring star power to a national platform and there is no hotter guy in Hispanic music than Daddy Yankee,” said Darryl Brown, executive vp and general manager of ABC Radio Networks.
ABC will be looking to market Daddy Yankee’s show to one of the newest formats in Hispanic radio, Latin Rhythmic. Just this year alone, more than two dozen stations owned by groups such as Univision Communications, Clear Channel, Spanish Broadcasting System, and Entravision Communications have adopted the format which targets second and third generation Latinos.
Daddy Yankee’s new show could also be picked up by mainstream Top 40 stations that have found Reggaeton’s unique sound of Hip-Hop and Reggae appeals to a broader suburban audience.
“You can’t get away from Reggaeton. There’s big crossover there especially in markets with high density Hispanic populations,” said Brown.
The Daddy Yankee deal also strengthen’s ABC’s growing portfolio of Hispanic programming, a strategy it adopted last year to meet the need of a growing number of broadcasters looking to take avantage of the boom in Hispanic radio. While there are more radio stations targeting Hispanics than ever before, there are few national programming choices.
In one year, ABC has signed deals and launched programming to build its brands in the Hispanic marketplace, including the syndication of three top-rated morning shows from SBS currently broadcast on 41 stations. Early this week, the network launched the nation’s first Hispanic Radio Network reaching 73 percent of the Hispanic population and next week ABC will launch ESPN Deportes Radio on 12 radio stations.
Look for more in the weeks and months to come, said Brown. “We’re looking at ABC News Radio to provide a Hispanic news and entertainment product and we’d like to offer more long form syndication.”