MediaCo Holding Inc. has announced the launch of a new daily live national television news program, HOT 97 News, scheduled to begin broadcasting in January 2026. The show will combine breaking news, hip‑hop and music coverage, entertainment, and community conversation, leveraging the brand equity of the company’s flagship radio station, HOT 97, to attract a younger, multicultural audience.
The program is part of MediaCo’s broader strategy to expand its video portfolio and monetize its multicultural audience base beyond radio. By integrating the popular HOT 97 brand into a television format, MediaCo aims to capture viewers who are already engaged with the station’s music and cultural content, while also offering advertisers a new platform to reach a diverse, younger demographic.
A local edition, HOT 97 News – Atlanta, will debut on WHOT‑TV 66 and stream online, focusing on Atlanta‑area news and culture. The local feed will provide region‑specific stories while feeding into the national broadcast, creating a hybrid model that can be replicated in other markets as the program expands.
MediaCo’s recent financial performance underscores the importance of this initiative. The company reported revenue growth in Q3 2025, driven largely by the acquisition of Estrella Media, but it also posted a net loss and faced a Nasdaq minimum bid‑price notice. The new news program is therefore seen as a potential revenue driver that could help offset operating losses and improve the company’s long‑term profitability profile.
Competitive analysis indicates that daily live news shows targeting multicultural and younger audiences are still a niche market. By launching HOT 97 News, MediaCo positions itself ahead of competitors that have yet to offer a dedicated platform for hip‑hop and multicultural content, potentially capturing a share of the growing demand for culturally relevant news programming.
CEO Albert Rodriguez has emphasized MediaCo’s commitment to serving multicultural audiences and expanding its digital footprint. While he has not issued a specific statement on the new program, his broader strategy highlights the company’s focus on leveraging existing brand assets to drive growth in high‑growth segments.
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