VIACOM BUYS SPANISH RADIO STATION: Media giant Viacom is taking its first steps into the U.S. Hispanic radio market, announcing on Oct. 5 that Viacom is selling a radio station to Spanish Broadcasting System, Inc. (SBS) in exchange for a 10% share in SBS.

Viacom has not had a strong presence in the Spanish-speaking market and is trying to offset low advertising revenue at its English-language stations by setting its sights on the booming Hispanic market. It lost a bid to buy Hispanic television network Telemundo

Under the terms of the deal, Viacom-owned Infinity Broadcasting will sell San Francisco-based radio station 93.3 FM to SBS in exchange for a 10% stake in SBS and pending regulatory approval.

2004 PREMIO AWARDS: The Hispanic Public Relations Association honored J. Gerardo López, former executive editor of La Opinión, with this year's PRemio Award for journalism at HPRA's 20th anniversary PRemio Awards and Scholarship Dinner in Los Angeles Oct. 20.
López began his career in news as a reporter at La Opinión in 1977, and served as editor from 1995-2004.

Also honored were Fernando del R¡o, president of Dome Enterprises, for public relations; and Grammy Award-winning group Los Lobos for arts and entertainment.

ROLLOUT OF RUMBO DEL VALLE: Meximérica Media announced the upcoming launch of Rumbo del Valle, the U.S.-based publishing company's third Spanish-language newspaper, on Oct. 11.
Meximerica launched Rumbo de San Antonio and Rumbo de Houston earlier this summer. It is planning to introduce Rumbo de Austin this November.

Rumbo del Valle is a Spanish-language tabloid aimed at the 21-54 demographic.

Meximérica is owned and funded by Spanish communications group Recoletos and based in San Antonio.