Radio Latina 104.5FM

What Radio Latina 104.5FM does

Radio Latina 104.5FM is a Spanish-language FM radio station broadcasting at 104.5 FM from Chula Vista, California, into the San Diego-Tijuana cross-border metropolitan area. Founded in 1971 and operating with 11-50 employees, the station delivers a programmed daypart lineup (El Despertador morning show, Gaby Casas midday, Alex Castañeda and Carlos Garcia afternoon drive, Romina evening, José Luis Rangel night) plus specialty blocks such as Jueves de Mini Conciertos, Fiesta Latina (Saturday nights), Retrolatina (Sunday classics), and the bilingual news program Informándote. The core technology is traditional FM radio broadcast at 104.5 FM, supplemented by online streaming via the station website and a dedicated iOS/Android mobile application for on-the-go listening.

The station is owned and operated by Concesionaria Imagen Radio Comercial, S.A. de C.V., a Mexican-domiciled corporation that is a subsidiary of Grupo Imagen Medios de Comunicación, S.A. de C.V., one of Mexico's major multimedia conglomerates (which also includes Excélsior, Imagen Televisión, Imagen Radio 90.5 FM, La Kaliente, and Imagen Digital). The audience is the bilingual Hispanic/Latino cross-border community in Southern California and the broader San Diego-Tijuana region, served through both English and Spanish content including music, news, traffic, garita (border crossing) wait times, weather, gas prices, and a community calendar.

The business model is advertising and sponsorship only. The station sells on-air and digital sponsorship packages to a mix of local and regional advertisers, including SMBs (Sea & Land, Calimax Plus, Total Fitness), healthcare providers (Alayo Gastroenterology), and government/nonprofit agencies (SDCDA, Alert San Diego, First 5 San Diego, ESC Head Start). Distribution and audience engagement are executed across FM broadcast, online streaming, mobile app, Facebook (116,612 fans), Instagram (6,044), Twitter (4,712), WhatsApp, and an email newsletter infrastructure tied to individual on-air personalities.

Name

Radio Latina 104.5FM

Legal name

Concesionaria Imagen Radio Comercial, S.A. de C.V.

Website

https://1045radiolatina.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

51–100 employees

Short description

Radio Latina 104.5FM is a Spanish-language FM radio station founded in 1971 that serves the San Diego-Tijuana cross-border Hispanic community with music, bilingual news, traffic, and border-crossing information. It is owned by Mexican media conglomerate Grupo Imagen and generates revenue through on-air advertising and digital sponsorships.

Ownership category

akta.pro rank

Product category

Spanish-Language Radio Broadcasting

NAICS

Radio Broadcasting Stations (516110)

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

Local Multicultural/Language Broadcasters (Spanish/Asian/Other Local Markets) (MPABACAI)

akta.pro secondary industries

Local Radio Station Groups (Owned & Operated/Station Chains) (MPABACAC), Radio Network Distribution & Programming Services (Syndicators, Format Providers) (MPAIAEAH)

Keywords

• Spanish-language radio broadcasting
• Bilingual community radio
• Hispanic media advertising
• Cross-border radio programming
• Latin music radio station

Headquarters

HQ city

Northborough

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Advertising and Sponsorship: Radio station generates revenue through on-air advertising and digital sponsorships from local, regional, and national brands. Sponsors include Sea & Land, SDCDA, Alert San Diego, First 5 San Diego, ESC Head Start, Calimax Plus, Total Fitness, and Alayo Gastroenterology among others. Sponsorship packages are offered across radio and digital platforms.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Radio Latina 104.5FM is a Spanish-language radio station broadcasting at 104.5 FM from Chula Vista, California, serving the San Diego-Tijuana cross-border Hispanic/Latino community. It delivers bilingual news, music, entertainment programs, community information (border crossing wait times, traffic, weather, gas prices), and contest/giveaway services via on-air broadcast, online streaming, and a mobile app. The station's portfolio spans morning, midday, afternoon drive, evening, and night programming blocks anchored by named on-air personalities.

Product overview

Radio Latina 104.5FM is a Spanish-language radio station serving the San Diego-Tijuana border region. The station operates as a unified broadcasting platform combining traditional FM radio at 104.5 FM frequency with online streaming and a mobile application. The core offering includes a portfolio of branded programs spanning morning (El Despertador), midday (Gaby Casas), afternoon drive (Alex Castañeda, Carlos Garcia), evening (Romina), and night (José Luis Rangel) time slots, complemented by specialty programming such as Jueves de Mini Conciertos, Fiesta Latina (Saturday nights), and Retrolatina (Sunday mornings). The station supplements its music and entertainment content with news services, community information resources (traffic, border crossing wait times, weather, gas prices), and contest/giveaway services. Programming is hosted by on-air personalities including Jesse Vazquez, Gloria, Gaby Casas, Pepe Venegas, Carlos Garcia, Alex Castañeda, Romina, José Luis Rangel, and reporters Ricardo Ojeda and Nestor Pérez.

Differentiator

Problem solved

Functional benefit

Products and services

• Radio Broadcasting Service (104.5 FM) Traditional FM radio broadcasting service at 104.5 FM frequency serving the San Diego-Tijuana border region with Spanish-language music, news, and entertainment programming for Hispanic/Latino listeners.
• Online Streaming Internet radio streaming service available via the station's website, allowing listeners to tune in online beyond the FM signal range.
• Mobile Application Dedicated mobile app for iOS and Android devices enabling listeners to access radio content on-the-go.
• El Despertador (Morning Show) Weekday morning program (5am-10am) featuring Jesse and Gloria, delivering music, entertainment, news, and cinema updates with a family-friendly and humorous approach.
• Cantarsis Weekday morning segment (9-10am) within El Despertador where listeners share personal stories and request songs that express their feelings.
• Jueves de Mini Conciertos Thursday program (3pm-7pm) hosted by Pepe Venegas featuring three consecutive songs from listener-requested artists.
• Romina Show Evening program (7pm-11pm) featuring continuous Latin music including pop, ballads, and rock in Spanish.
• Informándote News program delivering local, national, and international news from both sides of the San Diego-Tijuana border, including border crossing (garitas) and traffic information.
• Fiesta Latina Saturday night program (8pm-2am) featuring danceable Latin music including reggaeton, salsa, merengue, rock in Spanish, pop, and remixes.
• Retrolatina Sunday program (10am-2pm) hosted by Gaby Casas featuring classic music from the 70s, 80s, and 90s including artists like José José, Rocío Dúrcal, Juan Gabriel, and Camilo Sesto.
• Gaby Casas (Afternoon Show) Weekday afternoon program (10am-3pm) covering cinema and entertainment, with a dedicated Luis Miguel tribute segment (2pm-3pm).
• Alex Castañeda (Evening Drive Show) Weekday afternoon drive-time program (3pm-7pm) featuring current Latin hits, entertainment news, traffic updates, and the Social Service Bulletin segment.
• Carlos Garcia (Afternoon Show) Weekday afternoon program (3pm-7pm) featuring continuous Latin music as a companion for the drive home.
• José Luis Rangel (Night Show) Night program (11pm-2am) featuring continuous music programming.
• Contest and Giveaway Services Contest and giveaway programs offering prizes such as concert tickets, theme park passes, movie premieres, and event access to engaged listeners.
• Community Information Services Community resources including border crossing (garitas) wait times, San Diego traffic reports, weather/climate updates, community calendar, and gas prices.
• News Services Local, national, and international news coverage from both sides of the San Diego-Tijuana border, updated hourly on weekdays and Saturdays.

Named customers7 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Grupo Imagen Medios de Comunicación, S.A. de C.V.coreOthersRadio Latina is part of the Grupo Imagen media network, one of Mexico's major multimedia conglomerates, which includes Excélsior newspaper, Imagen Televisión, Imagen Radio 90.5 FM, La Kaliente, and Imagen Digital. The parent company provides corporate governance, ethics frameworks, privacy policies, and audience rights mechanisms across its media properties.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• KLBN 90.5 / La Tricolor (Spanish Broadcasting System): Spanish Broadcasting System's regional Mexican station in the same Southern California market; competes for the same San Diego-Tijuana Hispanic listeners and ad budgets.
• La Mejor (MVS Radio): Mexican regional music network with cross-border audience; directly comparable Spanish-language regional Mexican format and cross-border advertiser appeal.
• Imagen Radio 90.5 FM: Flagship Imagen Radio talk-and-news network in Mexico; directly comparable news/talk format and corporate parent, providing a benchmark for syndication and content-sharing economics.
• EXA FM (MVS Radio): Mexican music and youth-oriented Spanish-language radio network with U.S. affiliates; comparable format targeting younger Hispanic listeners and bilingual markets.
• Que Buena 96.5 / 97.7 (Univision Radio): Univision Radio's regional Mexican format stations serving U.S. Hispanic audiences; directly comparable Spanish-language music and competing advertising inventory.
• La Kaliente (Grupo Imagen network): Sister station and Grupo Imagen affiliate focused on regional Mexican music targeting the U.S. Hispanic market; directly comparable brand, audience, and Spanish-language music-and-talk format.

Broad incumbents

• Univision Radio (Uforia Audio Network): Largest U.S. Spanish-language radio owner operating multiple formats across markets; comparable listener demographics and a much larger ad-sales and digital platform.
• Los 40 Principales (PRISA Radio): Major Spanish-language global music radio brand with Latin and Mexican programming; comparable Spanish-language youth music audience and digital distribution model.
• Telemundo Radio / WKAQ (NBCUniversal Telemundo): Spanish-language news/talk and music radio network affiliated with Telemundo; comparable news programming and bilingual audience monetized across U.S. and Puerto Rico markets.

Others

• Spotify Latin: On-demand streaming service competing for the same Hispanic Spanish-language listening time; relevant because it represents the alternative that is taking FM listening share, especially among younger Hispanic users.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/1045radiolatina
• Facebookfacebook.com/radiolatina104.5
• Instagraminstagram.com/radiolatina1045fm

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Radio Latina 104.5FM