The Media Vista broadcasting and magazine company with TV affiliates in Kansas City and Minneapolis will be moving from Naples to Bonita Springs around the start of 2016.
The Hispanic media leader in Southwest Florida also is expanding its glossy lifestyle and entertainment D’Latinos magazine to cover the Miami market. D’Latinos is a monthly Spanish language lifestyle publication.
Meanwhile the company is racking up strong Nielson Company ratings. A report for the week of Aug. 31 to Sept. 6 showed the company’s Univision ranked third in primetime for adults 18-34 and fourth for adults 18-49. The company outperformed CBS and Fox in the process.
Media Vista’s television holdings include Univision, UniMas and Azteca in Fort Myers-Naples as well as the Univision affiliates in Minneapolis and Kansas City. It also airs the D’Latinos Local News and Interview program on all its stations
UniMas also reported strong gains over the prior week during the same period. Total viewers were up 9 percent to 645,000 viewers.
Company leaders see a burgeoning market.
“The Hispanic population of Southwest Florida continues to grow at a rapid pace. Families are drawn here by the quality of life,” said Antonio Guernica, station group manager.
“They’ve put lot of effort into integrating themselves into the community,” said Michael Wynn, president of Sunshine Ace Hardware in Bonita Springs. The store has done some advertising campaigns with Media Vista.
“They have a production team that will help you from start to finish,” he said.
Media Vista does a good job of educating you about opportunities with the Hispanic population, Wynn said.
Latinos represent 33 percent of the population of 18 to 49 year olds in the Fort Myers-Naples DMA according to Geoscape, which compiles market data throughout the country. From 2000 to 2015, Hispanics accounted for 50 percent of thepopulation growth in Fort Myers-Naples.
The population’s estimated buying power is expected to reach $5.8 billion in 2017.
Media Vista’s current office, studio and control room are located in a cramped office hidden by another building along Taylor Road in Naples. It will gain more space and visibility when it moves to Tamiami Trail in Bonita Springs.
“We’re going to have 50 percent more space,” Guernica said. “On Tamiami Trail we’re exposed to all that traffic.”
Media Vista looked for a suitable building in the Naples area, but couldn’t find one. The building in Bonita Springs is being rehabilitated to Media Vista’s needs and will put the company in a more centrally located position in the Fort Myers-Naples market.
Media Vista was formed in 2001 by Orlando and Mayela Rosales, Venezuela immigrants who arrived in Naples in 1996. The company has about 35 employees.
“We were pioneers in doing programming to help local Hispanics,” Orlando Rosales said. ”We wanted to do content to help the local Hispanic community.”
The company tackles personalities, fashion, leaders and issues such as immigration in D’Latinos.
At first the Media Vista work was more like a hobby, said Rosales, who came to the United States looking for a computer science job.
“I bought some cameras and equipment and started playing with it. We were making some money.”
The recession was difficult. An investor went bankrupt.
“The challenge was to survive, to raise capital and buy stations when we were broke,” Rosales said.
Univision was acquired in 2010. In 2013 Media Vista acquired three stations.
More expansion may be ahead, but for now there only are discussions, Rosales said.
Media Vista could relocate to a larger Hispanic market, but with technology there is no need for that, Guernica said.
“This is our home. We want to stay here,” Rosales said.
Media Vista Group
Location: 5405 Taylor Road Suite 10 – Naples
Phone: (239) 254-9995