MEDIA LATINO COMMUNICATIONS (MLC) has launched two new divisions, MLC ENTERTAINMENT and MLC RADIO. MLC ENTERTAINMENT will be headed up by TIM LUCE, an industry veteran with over 28 years of experience.

“I’m thrilled and excited to be working with MLC ENTERTAINMENT,” LUCE said. “My reputation is very important to me, and my personal philosophy is to be affiliated only with professionals who know what they are doing, since that ultimately reflects on who I am. MEDIA LATINO COMMUNICATIONS is the premier Hispanic content provider, and I am excited to be joining this outstanding company. I look forward to contributing to the success of MLC Entertainment.”

“TIM LUCE is one of the most respected names in the industry, and with his connections, great work ethic, originality, talent, and drive, I know that he will catapult the MLC ENTERTAINMENT division of MLC to great heights,” MLC GM JESSE RIOS said. ” His name opens doors, and artists respect him, because he treats them with dignity and respect, which is the way that our Company approaches our product, our talent, and our listeners. He is the perfect person for the job and he will be a terrific asset to MLC ENTERTAINMENT.”

MLC RADIO was recently formed with acquisition of KBFW, an LMA in Fort Worth, TX, with more stations to be announced in the future. KBFW will now broadcast as MLC NETWORK LA NUMERO UNO. PEDRO GASC has been named GM of the station; he has over 20 years of experience in Hispanic Radio Management.

“I’ve always thought highly of JESSE RIOS, and have heard nothing but great things about MLC from people in the industry, from coast to coast,” GASC said, “In this business, one’s reputation is generally deserved, and the Company has a sterling reputation. It recruits top talent, takes care of its people, delivers a superb product, and places emphasis on value. I’m very happy for this opportunity to contribute to the success of this fine company.”

“We interviewed a lot of people for this important position, and are fortunate that we found the perfect match in PEDRO GASC,” RIOS said. “PEDRO really knows the ins and outs of the business, and he has a lot of formidable accomplishments under his belt, including bringing his stations to a number one position in the market, being a market leader in revenue, managing talent, maximizing inventory, marketing, community service, and evaluating opportunities for business expansion. In addition to his business experience and proficiency, Pedro is also a charismatic person, whose enthusiasm is an important ingredient for success. His natural ability to motivate the talent and the sales team is one of his greatest assets. We’re proud to welcome him to our team.”

KBFW’s on-air lineup will feature ALEX EL GENIO LUCAS (mornings); D’TOCHO MOROCHO (middays), LA BRONCA (afternoon drive), and LA CHOKOLATA (evenings).

MLC recently opened a branch office in FT. WORTH, TX, hiring JESSICA FUENTES as its Affiliate Relations Dir. FUENTES has programmed stations in LOS ANGELES and KZAT/Tama, IA, and has also worked on the labels side with FONOVISA and VISA MUSIC. “JESSICA is a talented, bright, and accomplished individual, and we are lucky to have her on our team,” RIOS noted. “She brings a lot of value to the job, and her natural ability to interface within multiple levels throughout various organizations serves her well in this position.”

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