Radio Unica

[Pyro]

MLS announced a deal with Radio Unica to produce a hour long weekly MLS segment, cleverly called MLS Hour.

Also included in the package is MLS score updates on all of the Unica stations.

Since I do not speak Spanish well enough to listen to any of the Radio Unica affiliates, can someone enlighten us on the impact/levity of this deal?

[anderson]

I figured something was up between MLS and Radio Unica as they've started giving regular MLS game updates (scores, goal scorers) during their broadcasts over the last few weeks. Since the WC, Jorge Ramos has also noted on almost a daily basis that MLS is an improving league that hasn't received the coverage that it deserves.

I'm a long-time Unica listener and am really looking forward to more MLS coverage on Unica en Deportes. They do an exemplary job of covering the game - critical, but also very fair and reasonable. (Of course, I tend to agree with much of what they say, so maybe it just seems fair and reasonable to me. ;) )

I have no doubt that they'll criticize the league or specific teams, coaches, or players, but I'm confident that they'll be fair and keep things in perspective. During the last Gold Cup, they were very complimentary of the US team in the later games and heaped praise on DMB and others. They were very critical of the US performances in the first two games. Having seen all those games either in person or on tv, I think they were accurate and fair.

I have no market data, but I think it's reasonable to speculate that they may have more credibility among Spanish-language fans than their major competitor. There's a rival national radio network, Futbol de Primera, featuring Andres Cantor and Norberto Longo. But IMHO, they're not nearly as interesting as the Unica crew. I really like that the Unica guys are from all over Latin America, not just one country. They also have differing views about things and do a good job of really debating issues.

I'm sure we'll hear a bit of debate about the usual MLS issues that also generate debate on these boards. Sometimes we won't like what they have to say. They get the occasional caller (usually Mexican) who complains about their criticism of a particular club (usually Mexican) or national team (usually Mexico), but they're really quite balanced if you listen over time.

I think this is a very, very good thing.

[chapulincolorado]

Originally posted by Pyro
Since I do not speak Spanish well enough to listen to any of the Radio Unica affiliates, can someone enlighten us on the impact/levity of this deal?

I don't have the market numbers at hand, but I can tell ya that if MLS wants to garner the Latino through media this is it (of course aside Spanish print and tv media). Radio Unica has key market stations and their almost 4 hour long (YES, FOUR FRIGGIN' HOURS LONG!!) show is probably one of the highest rated and most listened to show in the Latino community. I say big props to MLS for getting this deal. Radio Unica covers almost every imaginable league and game in the American continent and they receive calls from every nook and crook in this continent.

BTW, Anderson, I was also curious about the suddend interest in MLS. This past Wednesday, when they had live coverage of the Copa Libertadores, they would interrupt commentary to bring us the latest scores from the MLS games . . .Also, after the World Cup, they would start saying things like "Yes, I am Mexican and I love my Mexican teams, but I also live, work, and love the country that has become my new home . .therefore . .I must also support the continued growth of MLS." . . .I thought to myself . ."DANG!!! When did they start loving
MLS soooooo much!?!?!?" . . .


Here is their web page:

http://www.radiounica.com/

For those more in the know about business, here is a report from them (anyone can decipher the business language?):

http://biz.yahoo.com/e/020329/unca.html

http://biz.yahoo.com/prnews/020719/nyf092_1.html

Here is a short quote from their PR dept.:

Radio Unica Communications Corp., based in Miami, Florida, is the only national Spanish-language radio network in the country and reaches approximately 80% of Hispanic USA through a group of owned and/or operated stations and affiliates located nationwide. The Company's operations include the Radio Unica Network and an owned and/or operated station group covering the top U.S. Hispanic markets including Los Angeles, New York, Miami, San Francisco, Chicago, Houston, San Antonio, McAllen, Dallas, Fresno, Phoenix, Sacramento, Denver and Tucson.

Radio Unica corners the market in sports with its exclusive U.S. Spanish- language radio broadcast rights to the 2004 Summer Olympics; Gold Cup 2003 and 2005; and Copa America 2004. Radio Unica also owns the exclusive U.S. Spanish- language radio broadcast rights to Mexican National League soccer matches.

Again, THANKS MLS!!!!

El Chapulin Colorado

[ssanchez]

i listen to radio Unica, although i an not their target audience, as i Was raised in the US since i was 5 and have no accent. I love soccer and they debate as you or i would. They have a passion for the game and have been much more complimentary of MLS and have stated that they support ther teams of their regions from MLS (the broadcasters sit in different cities as they do the show). This could be the biggest jump in the latino market we finally have been looking for. God Bless America (and the Galaxy!!!!!!!!!!)

[Romano/Rojo]

Originally posted by anderson
I figured something was up between MLS and Radio Unica as they've started giving regular MLS game updates (scores, goal scorers) during their broadcasts over the last few weeks. Since the WC, Jorge Ramos has also noted on almost a daily basis that MLS is an improving league that hasn't received the coverage that it deserves.

I'm a long-time Unica listener and am really looking forward to more MLS coverage on Unica en Deportes. They do an exemplary job of covering the game - critical, but also very fair and reasonable. (Of course, I tend to agree with much of what they say, so maybe it just seems fair and reasonable to me. ;) )

I have no doubt that they'll criticize the league or specific teams, coaches, or players, but I'm confident that they'll be fair and keep things in perspective. During the last Gold Cup, they were very complimentary of the US team in the later games and heaped praise on DMB and others. They were very critical of the US performances in the first two games. Having seen all those games either in person or on tv, I think they were accurate and fair.

I have no market data, but I think it's reasonable to speculate that they may have more credibility among Spanish-language fans than their major competitor. There's a rival national radio network, Futbol de Primera, featuring Andres Cantor and Norberto Longo. But IMHO, they're not nearly as interesting as the Unica crew. I really like that the Unica guys are from all over Latin America, not just one country. They also have differing views about things and do a good job of really debating issues.

I'm sure we'll hear a bit of debate about the usual MLS issues that also generate debate on these boards. Sometimes we won't like what they have to say. They get the occasional caller (usually Mexican) who complains about their criticism of a particular club (usually Mexican) or national team (usually Mexico), but they're really quite balanced if you listen over time.

I think this is a very, very good thing.

Gerardo Villa Jr. of www.rojomania.com and radio unica of course ;)

[Alberto]

I hope they plan to air the show in the 7-11 pm target hours that Unica en deportes airs. One hour a week off their show is not going to kill them and will be of great benefit to the league. Unica definately gets listened too. As was stated earlier they cover all Latin American leagues and players of local interest playing abroad in Europe.

[jmeissen0]

i wish i could speak spanish :(

[Kraze]

Will the SAP option be avalible? Errr wait a minute...nevermind.

[chapulincolorado]

Originally posted by Kraze
Will the SAP option be avalible? Errr wait a minute...nevermind.

Guys, don't miss the main point. MLS is in the soccer [b]business{/b] and as such it must have a multi-pronged approach to the soccer market. The soccer market in the US is not as "homogenous" as say as in Mexico. In the US you have your two large camps: the "Soccer Moms/Families" and your "Latino Futboleros." The Latino is the consistent market and it has to be courted.

So y'all who listen to Radio Unica, start calling at the MLS Hour! Let 'em know you listen and care about MLS.

El Chapulin Colorado

[ssanchez]

Does anyone know when or at what time they will start airing this program? And as a Courtesy to our non spanish speaking freinds we should make an effort on translating the show to the best of our abilities.

[Manolo]

It will be interesting to see how Radio Unica courts their regular audience, which consists heavily of Mexican immigrants that are fanatic of the Tri and their home club teams, but not much else.

I must honestly say I am pessimistic about the chances for an all-MLS show, given that even South American soccer barely gets a whisper of coverage during their popular "Unica en Deportes" show. Let alone MLS which maybe gets mentioned once every week or so.

[Warren Van Orden]

Garber's announcement specifically did say that the hour would be part of the Unica en Deportes block.

Although there was occassional cynicism on Unica when they first started, back in 1998, they have had very little negative to say about the league for several years.

They occassionally share the valid concern about clumsy attempt to pander to Hispanics, but never went overboard when given the chance, such as during the Luis Hernandez/Galaxy debacle.

One regular guest on the show is the MLS PR buy in charge of Hispanic relations, and it is not unusual to hear them report on and interview Spanish speaking MLS players.

I too noticed that they seemed to announce the MLS scores every five minutes during last Wednesday's Copa Libertadores fina. No doubt this was in part to butter up the league in advance of the announcement.

Nonetheless, the fact is that MLS match results are reported more regularly than any nation apart from Mexico, Argentina and occassionally Uruguay. Definitely more MLS scores than Euro (including Spain) or Brasil. What they lacked is commensurate in depth coverage, hopefully that is now changing.

Finally, you may recall that Telemundo canned Jorge Ramos and Ricardo Mayorga just after MLS telecasts began on that network. The two or three matches they did were wholly positive, bearing no relationship to the negativity of Univision.

This is just one of the many reasons it was tragic when the Univision crew moved to Telemundo.

I have every reason to believe that Jorge Ramos and company will have a generally positive take on MLS, without the overt sugar coating of a Jack Edwards.

[Golazo]

Unica rocks.

The only possible downside (other than that pesky language thing) is that if you live in a market with an affiliate owned by someone other than Unica itself, they can -- of course -- choose to go with local programming. If this happens to you, as it does here, then let your fingers do the walking.

[Warren Van Orden]

Originally posted by Golazo
...if you live in a market with an affiliate owned by someone other than Unica itself, they can -- of course -- choose to go with local programming. If this happens to you, as it does here, then let your fingers do the walking.
Radio Unica streams to the web 24/7. They have one of the most reliable web streams I have ever come across, and the sound quality is pretty good. All the info, and affiliate list, is on our site. Usually the live feed is preceeded by a recorded commercial (In English!), but once it starts it works.

[chapulincolorado]

OK . . .for those who follow Radio Unica's futbol program (Unica en Deportes) and newbies to the station, they just announced that the program has been slated to started this upcoming Sunday.

Tune in! Call!

El Chapulin Colorado

[nolram]

Friday's they almost the fuyll 4 hours was MLS, and there's an MLShour show this Sunday at 10am ( ithink this is eastern).

[chapulincolorado]

Originally posted by nolram
Friday's they almost the fuyll 4 hours was MLS, and there's an MLShour show this Sunday at 10am ( ithink this is eastern).

I caught that!! :) They usually raise a question per show . .this time it was two questions: Chivas or America? and What are your thoughts on MLS?

Of course, el clasico drew the most commentaries, but it was good to hear callers talk about "kudos" for the show and MLS. Hopefully more callers will dial in.

el chapulin colorado

[Sachin]

Good stuff.... I tried to listen in, but Spanish on the radio goes too fast for me.

Sachin

[ssanchez]

So does anyone have a summary of what they discussed this week. I missed it becuase i dont know the time. Please give sumary and time that it is on. thanks!!!!!!!1

[sidspaceman]

MLS announced today that it has entered into a partnership with Radio Unica that will provide unprecedented Spanish-language radio coverage for the League and a powerful marketing opportunity for advertisers and sponsors eager to reach the growing US Hispanic community.

As part of the agreement, Radio Unica, the first and only 24-hour-nationwide Spanish-language radio network, will incorporate one hour of MLS news, analysis and commentary into its popular network sports program, "Unica en Deportes" (Unica in Sports), which airs weekdays from 7:00 p.m. to 11:00 p.m. ET (4:00 p.m. to 8:00 p.m. PT) and weekends, from 7:00 p.m. to 10:00 p.m. ET (4:00 p.m. to 7:00 p.m. PT).

The program, "Unicamente MLS" (Only MLS), will air Sundays, from 9:00 to 10:00 p.m. ET (6:00 p.m. to 7:00 p.m. PT).

In addition to the weekly show and daily segment, Radio Unica will broadcast live the league's championship match, MLS Cup 2002, on October 20 (1:30 p.m. ET) from Gillette Stadium in Foxboro, MA.


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