Todelar

What Todelar does

Todelar is a private Colombian radio broadcasting company operating under the on-air brand "La Voz de Bogotá" (The Voice of Bogotá). Headquartered in Bogotá, the company broadcasts a daily program schedule spanning approximately 4:00 AM to 9:00 PM Monday through Sunday, targeting a mass-market Colombian audience across all social strata. Programming is organized into long-running shows — several exceeding 35 years on air — covering news, health and wellness (notably natural and naturopathic content), spirituality and personal development, music, business/entrepreneurship, and educational content aimed at the Bogotá teaching profession. Content is produced from the Bogotá studios with a correspondent network in Ibagué, Cali, Medellín, and Barranquilla providing regional coverage across central, western, and northwestern Colombia.

The company's core technology consists of traditional radio broadcasting infrastructure supplemented by digital distribution through the Portal Plus afternoon portal and social media networks (Redes Digitales). No proprietary technology stack, API, SDK, or software platform is disclosed; the digital layer functions as a content-distribution adjunct rather than a distinct product. Todelar generates revenue through advertising sold against its broadcast and digital audiences. Pricing, rate cards, advertiser mix, and contract structures are not publicly disclosed. The go-to-market is community-led, with the station's brand and host personalities — including Hilda Strauss ("First Lady of Radio," 35+ years), Judith ("En Linea Directa con Judith," 44+ years), and others — functioning as the primary audience-acquisition and retention mechanism. The customer base is horizontal (mass-market consumers) rather than enterprise, with no named advertiser accounts disclosed in available material.

Name

Todelar

Website

https://todelar.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Radio Broadcasting

NAICS

Radio Broadcasting Stations (516110), Radio and Television Broadcasting Stations (5161)

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

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

akta.pro secondary industry

Radio Streaming & Catch-Up Audio Platforms (MPAIADAJ)

Keywords

• Radio broadcasting
• News programming
• Health and wellness
• Community radio
• Musical programming

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Radio Broadcasting and Advertising: Todelar generates revenue through traditional radio broadcasting with advertising-supported content. The station offers programming to a broad audience across Colombia with correspondents in major cities including Ibague, Cali, Medellin, and Barranquilla, reaching listeners in the capital and central regions of the country.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Todelar is a Colombian radio broadcasting company operating as "La Voz de Bogotá" (The Voice of Bogota) under the Todelar Radio brand. It transmits a daily portfolio of radio programs across multiple time slots from 4:00 AM to 9:00 PM, Monday through Sunday, covering news, natural health and wellness, alternative therapies, music, education, personal development, and spirituality, supported by a network of correspondents in Ibague, Cali, Medellin, and Barranquilla.

Product overview

Todelar is a Colombian radio broadcasting company operating under the brand 'La Voz de Bogota' (The Voice of Bogota). The company operates a portfolio of radio programs across multiple time slots and days. Its core offering consists of news programs (Noticiero Todelar, Noticiero CPN), health and wellness shows (Hilda Struss, Terapia Verde, En Linea Directa con Judith), social and spiritual programs (Mensaje del Universo, Grafomentales), journalistic platforms (Via Publica), and cultural/entertainment programs (Perfiles Musicales, Magazin de la Radio). The programs target diverse audiences including educators, general listeners, and those interested in natural health, broadcasting primarily in Bogota with national and international correspondents.

Differentiator

Problem solved

Functional benefit

Products and services

• Noticiero Todelar Flagship news program transmitted from La Voz de Bogota studios, covering local, national, and international news with correspondents in Ibague, Cali, Medellin, and Barranquilla. Directed by Jose Fernando Porras. Aimed at all social strata in the capital and central regions of Colombia.
• Hilda Struss Long-running radio show hosted by Hilda Strauss, known as the 'First Lady of Radio,' for over 35 years. Focuses on natural health, integral beauty, and spiritual investigation. Aimed at listeners interested in wellness and personal development.
• Terapia Verde Radio program on alternative and complementary therapies, with emphasis on visual and ocular diseases and pathologies, featuring natural-origin products and eye surgeries. Directed by Camilo Vivas.
• Radio Revista Cita con Colombia Informative program with high social content delivering news on national and international events with seriousness, independence, and professionalism. Directed by Raul Velandia.
• Mensaje del Universo para la Raza Humana Special program transmitting messages of self-improvement beyond prayer and evolution schemes, offering personal development and advanced levels of consciousness.
• Via Publica Journalistic platform that integrates information immediately through digital networks and the Portal Plus of Colombian afternoon radio, connecting audiences with the global pulse of the country. Directed by Juan Carlos Ramirez Solano.
• En Linea Directa con Judith Program running for over 44 years focusing on health from a naturopathy perspective, covering diseases, causes, symptoms, and solutions, emphasizing natural nutrition. Branded 'Salud y calidad de vida' (Health and quality of life).
• Grafomentales Program focused on natural products and social counseling, airing in the late evening weekday slot.
• Mas alla de la verdad Program on natural products, medical formulas, and social counseling, airing in the early morning weekday slot.
• El Arte de Vivir Saturday program compiling and transmitting information to improve listeners' quality of life through health, personal development, and spirituality panels with international guests.
• Noticiero CPN la Cara Positiva de las Noticias News program with a network of national and international correspondents delivering chronicles, sports, and positive news about the country and institutions. Directed by Mayer Rodriguez.
• Magazin de la Radio Economic and business program with emphasis on entrepreneurship strengthening, on air for over 23 years, featuring Martha Ordonez and Fernando Rincon, backed by the National Journalism Prize and ACOPET recognition.
• Perfiles Musicales Saturday program taking listeners through musical genres that have influenced society over the years, with brief presentations of each track citing composer or performer. Directed by Hernan Forero Lopez.
• Radio Revista Proyeccion Sunday institutional program of the District Association of Education Workers (ADE) covering education, unionism, politics, culture, and news for the Bogota teaching profession.
• Voz Educadora Sunday alternative communication channel of the Teachers' Collective Leonardo Posada and William Agudelo, informing and developing pedagogical, social, and political union processes for the Bogota teaching profession, with over 12 years on air.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves3 records

Expansion highlights3 records

Direct peers

• Radio Nacional de Colombia: Radio Nacional de Colombia is the public broadcaster operating national frequencies with cultural, educational, and news programming. Comparable to Todelar as a Colombian radio broadcaster, though funded and structured differently.
• Blu Radio: Blu Radio is a major Colombian news-and-talk radio network that competes for the same Bogota-centered advertising audience as Todelar's La Voz de Bogota. It operates on a similar advertising-supported model with national correspondent reach.
• W Radio (Colombia): W Radio Colombia is a national news and talk radio brand with strong Bogota presence, directly competing with Todelar for the same mass-market Colombian advertising audience and broadcaster talent pool.
• Caracol Radio: Caracol Radio is Colombia's largest radio network, operating national AM/FM frequencies with news, music, sports, and entertainment programming. Directly comparable to Todelar as both serve Colombian audiences with advertising-supported radio content and multi-city correspondent infrastructure.
• La FM (Cadena Radial Colombiana): La FM is a Colombian radio network with national coverage focused on news, sports, and talk programming. Directly comparable to Todelar as a domestic radio competitor serving Bogota and central Colombia with advertising-supported content.
• RCN Radio: RCN Radio is one of Colombia's leading radio networks with national coverage and a portfolio spanning news, sports, music, and talk. Directly comparable to Todelar on business model (advertising-supported broadcast), target market (Colombian listeners), and multi-city presence.

Broad incumbents

• Prisa Radio: Prisa Radio operates leading Spanish-language radio brands across Latin America (including Colombia) and Spain. Comparable to Todelar as a Spanish-language radio operator targeting Colombian audiences, though operating at much larger scale and with broader digital capabilities.
• iHeartMedia: iHeartMedia is the largest U.S. radio broadcaster with thousands of stations and a leading digital audio platform. Broadly comparable to Todelar as an advertising-supported multi-format radio incumbent, though vastly larger and more digitally developed.
• Cadena SER: Cadena SER is Spain's leading radio network, offering a comparable mix of news, talk, health, sports, and cultural programming on an advertising-supported model. A broad incumbent in Spanish-language radio with established multi-decade shows analogous to Todelar's flagship programs.

Others

• Spotify (Latin America): Spotify is the dominant global audio streaming platform with significant Colombian listenership. Not a direct peer but a structural competitor for advertising and audience attention, increasingly capturing listenership that historically went to AM/FM radio operators like Todelar.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/todelar

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Todelar