Liberman to Launch Estrella in Chicago

Grabs TBN low-power station for Hispanic network

By Michael Malone -- Broadcasting & Cable, 2/22/2010 1:27:00 PM

Liberman Broadcasting has acquired W40BY Chicago from Trinity Broadcasting Network and aims to launch its Estrella TV network on the low-power station. Estrella features Spanish-language original programming.

Liberman did not disclose terms of the deal, which is expected to close in the second quarter pending regulatory approval.

The acquisition would represent Liberman's ninth owned station; it announced the purchase of KWHD Denver earlier this month. Licensed to Palantine, Illinois, W40BY airs on channel 40 from Chicago's Willis Tower. Liberman says Chicago, which is DMA No. 3, is the sixth largest Hispanic television market in the United States. Hispanics make up 20% of the market, according to BIA/Kelsey.

"With the addition of the Chicago station to our O&O stable, LBI Media has achieved yet another significant milestone: Estrella TV will now be seen in each of the top 15 U.S. Hispanic markets," said Liberman President/CEO Lenard Liberman. "We seek to enrich the [Hispanic] community with Estrella TV's refreshing news and entertainment, in addition to providing advertisers with a unique platform to engage a coveted demographic."

Liberman produces 56 hours of weekly programming out of its Burbank studios, describing its programming as an alternative to the novelas found on other Spanish-language networks.