"Don Cheto" expands reach!

Effective immediately, Liberman Broadcasting, Inc. (LBI Media), the largest privately-held, minority-owned Spanish-language broadcaster in the United States, today announced that its No. 1 rated Hispanic morning drive radio program, “El Show de Don Cheto,” has been added to two additional California radio stations: San Joaquin Broadcasting’s KSTN, La Poderosa KSTN, 107.3 FM (Sacramento-Stockton-Modesto) and Wolfhouse Radio Group Inc.’s KEXA, La Jefa 93.9 FM (Salinas-Monterey-Santa Cruz). Additionally, the highly ranked show recently entered the Santa Rosa, Calif. market on Exitos 98.7 KXTS, jumping to become the top morning show among adults aged 25-54, growing from a 0.7 to an amazing 4.4 in the 2009 spring ratings period.

“’Don Cheto’ continues to draw listeners, attract new syndication opportunities across the country, and boost ratings for our affiliate stations,” said Lenard Liberman, Executive Vice President, LBI Media. “We are excited to bring our No. 1 radio show to KSTN and KEXA audiences. The quality of ‘Don Cheto’ as a program is illustrated in the impressive numbers released from KXTS in Santa Rosa, and our two newest affiliates should expect the same kind of results.”

Since the launch of the show in 2007, “Don Cheto” has tripled KBUE’s coveted 18-34 audience and displaced longtime favorite Univision’s “Piolín,” taking the number one spot in Los Angeles. For the past four Arbitron monthly Portable People Meter (PPM) books, “Don Cheto” consistently placed as the top rated Hispanic morning program in each of its three markets; Los Angeles, San Bernardino-Riverside and Dallas.

“KSTN La Poderosa is pleased to partner with Liberman Broadcasting and Don Cheto to bring our listeners an extraordinary talented morning radio host to help start kick-off their days,” said Robert LaRue, General Manager, KSTN. “With this new affiliation agreement, we will continue to serve California’s central valley with excellent programming that engages listeners and delivers results for our advertisers.”

Hosted by Juan Razo as “Don Cheto,” a 63-year-old Mexican who serves as the “Grandpa” for generations of Mexican-Americans living in the U.S., the six-hour live daily show entertains all members of the U.S. Hispanic family, targeting different generations and demographics, including first generation and bilingual Hispanics. “El Show de Don Cheto” delivers humor and insight to issues that are relevant to Hispanics living in the U.S. on topics such as immigration and employment.

“Operating as an independent radio network in the very competitive market of Monterey-Salinas, we are constantly looking for a competitive edge against the bigger corporate networks,” said Hector Villalobos, Chairman and CEO of Wolfhouse Radio Group Inc. “LBI’s ‘Don Cheto’ will do exactly that and help strengthen our programming in this market, and in turn, attract more listeners to KEXA.”

"Since adding Don Cheto to our programming just twelve short weeks ago, Exitos 100.9 FM has seen dramatic growth,” said Debbie Morton, General Manager of Wine Country Radio. “In the category of listeners aged 12 and above, the station’s audience reach has increased astoundingly, with listeners of the morning show escalating to 14,400 from 4,100. We hear the same response over and over again. People everywhere know Don Cheto and they love the promotions.”