Bustos Media Acquires Radio Caliente 97.9 in Milwaukee

RADIO ONLINE | Tuesday, June 3, 2025 | 2:33pm CT

W250BN (Radio Caliente 97.9) in Milwaukee

Bustos Media of Wisconsin has agreed to acquire Radio Caliente 97.9 FM, formerly WJTI and now operating as W250BN, from El Sol Broadcasting. The sale is pending FCC approval. The deal comes as Bustos Media celebrates its 20th anniversary of serving the Hispanic market in Milwaukee. The company's Milwaukee portfolio already includes La Gran D 104.7 FM, La Z 93.7 FM, Urbana 104.7 HD3, and La Ranchera 104.7 HD4.

"This purchase has a special meaning for our company," said John Bustos, President of Bustos Media. "Radio Caliente has an established and rich history in the market. We are fortunate to have it join our existing group of four stations in the area."

John Torres, CEO of El Sol Broadcasting, called the sale a personally meaningful decision. "Given the long history of Radio Caliente and what it means to the Milwaukee Hispanic community, it was personally important for me to continue its legacy and format. Bustos Media was an ideal fit to improve our format and best serve our long-time clients thriving in the fastest growing segment of the Milwaukee business market."

Radio Caliente, known for its modern Latin blend of pop, tropical, and contemporary hits, targets Milwaukee's younger LatinX population with music from artists like Karol G, Shakira, Maluma, Rosalia, and Marc Anthony. The station complements Bustos' other outlets, which lean toward Regional Mexican formats.

John Torres will remain involved as a market consultant for Bustos Media's Milwaukee operations and digital platforms. "We are privileged to have Radio Caliente 97.9 FM and its staff join our team," said John Bustos. "This will be a powerful and winning proposition for everyone."

With the acquisition, Bustos Media now owns and operates 29 radio stations nationwide.