MediaCo Launches Sigma Audio Networks for Multicultural Ads

RADIO ONLINE | Tuesday, January 20, 2026 | 3:38pm CT

MediaCo

MediaCo Holding Inc. has announced the launch of Sigma Audio Networks LLC, a new multicultural audio network designed to modernize how advertisers reach America's rapidly growing diverse audiences.

Built on the foundation of MediaCo Holding Inc.'s presence across Hispanic, Black, Asian American and bicultural communities, Sigma Audio Networks consolidates national audio buying into a single, scalable platform. MediaCo's portfolio includes brands such as WBLS-FM, WQHT (HOT 97), the Estrella Network, Que Buena Los Angeles and the Don Cheto Radio Network, reaching millions of listeners nationwide.

The company says Sigma Audio was created to address long-standing challenges in multicultural audio advertising, which has often been fragmented and difficult to scale nationally despite radio's proven reach and frequency. The new network combines premium programming, digital audio and live cultural experiences into one unified national buy aligned with modern agency workflows.

"Elisa Torres, President and CEO of Sigma Audio, said the network was built to be the voice of Hispanic, Black, Asian American and bicultural audiences, while making multicultural audio buying simpler and more scalable for brands and agencies."

MediaCo executives emphasized that Sigma Audio expands the company's existing platform by utilizing its roster of talent, content and operational expertise to deliver national-scale performance for advertisers.