MediaCo's HOT 97 Lands in Atlanta with the Launch of WHOT-TV
MWN-AI** Summary
MediaCo is expanding its reach in the hip hop landscape by launching WHOT TV 66 in Atlanta, a new television venture under the iconic HOT 97 brand. This significant move, revealed in a partnership with TRACE—an esteemed global media brand focused on Afro-urban music and culture—aims to bridge the cultural legacy of New York City, the birthplace of hip hop, with Atlanta, a major hub influencing its evolution.
The official transition of Atlanta’s WGBP-TV to WHOT TV 66 occurred on October 1, 2025, marking the beginning of an exciting collaboration with MediaCo. The newly branded station is set to enrich the local television landscape by introducing a vibrant mix of programming starting October 30, 2025, at 12:01 AM. Viewers can expect to see HOT 97 Originals alongside unique Afro-urban content from TRACE and ATLNOW—a fresh local news initiative designed to keep Atlanta’s communities connected.
Kudjo Sogadzi, MediaCo's EVP of Content & Growth, emphasized the opportunity to amplify Black culture through their programming, recognizing Atlanta's impactful contribution to music and culture over the years. Terry Crosby, CEO of CNZ Communications, articulated the mission of WHOT-TV as a platform for unfiltered hip hop culture, merging Atlanta's local flavor with HOT 97's rich legacy.
MediaCo, traded on Nasdaq as MDIA, is a multi-platform media entity aimed at serving multicultural audiences. Its suite of popular brands reaches over 20 million monthly through various channels, reinforcing its commitment to delivering compelling content relevant to diverse communities. Concurrently, TRACE engages a staggering 350 million fans globally, highlighting the expansive and dynamic nature of Afro-urban cultures.
MWN-AI** Analysis
The launch of WHOT-TV 66 by MediaCo, in partnership with TRACE, represents a significant opportunity for investors to capitalize on emerging trends within the hip hop and Afro-urban media landscape. As hip hop continues to gain global traction, the expansion of such an established brand into key markets like Atlanta—recognizable as a hub for hip hop culture—positions MediaCo for considerable growth.
This strategic move taps into Atlanta's musical heritage while leveraging HOT 97's powerful brand identity, which has been synonymous with hip hop for over three decades. The synergy between the extensive reach of MediaCo's brands and the local storytelling focus of CNZ Communications could result in highly engaging content that resonates with both local and national audiences.
Investors should consider several factors in evaluating the potential success of this venture. First, the combination of music, lifestyle, and innovative local news programming—like ATLNOW—could attract a diverse viewership and expand advertising revenue streams. Additionally, by highlighting Afro-urban culture, WHOT-TV can engage a demographic that is increasingly becoming influential among advertisers seeking to connect with younger, multicultural audiences.
Moreover, with the recent shift towards digital and streaming platforms, WHOT-TV's content can be distributed beyond traditional media, tapping into growing online viewer preferences. MediaCo's established presence across multiple platforms—including radio, television, and digital—positions it advantageously to exploit this trend.
While the initial outlook appears positive, vigilance is needed regarding market competition and the ability to sustain viewer engagement long-term. However, for investors looking at dynamic growth sectors, MediaCo's WHOT-TV launch signals a promising intersection of culture and commerce.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
Hip Hop culture just got bigger. HOT 97 , the epicenter of hip hop, is bringing its iconic brand to television in Atlanta with the launch of WHOT TV 66. This is in partnership with TRACE, the global media brand dedicated to Afro-urban music and culture.
Born in New York City—the birthplace of hip hop—HOT 97 has been the voice of the movement for more than 30 years. From breaking the hottest new artists to celebrating the legends, the station has set the standard for what’s next in hip hop and R&B. Now, they’re bringing that same energy to Atlanta, a city that helped shape the sound of hip hop worldwide.
On October 1, 2025, CNZ Communications, SE, LLC , the owner of Atlanta’s WGBP-TV, officially flipped the switch to become WHOT TV 66 , marking the beginning of a powerful collaboration with MediaCo.
The newly rebranded station will begin showcasing HOT 97’s signature blend of music, lifestyle, and culture at 12:01AM on Thursday, October 30, 2025. In addition to HOT 97 Originals , WHOT TV 66 will feature Afro-urban programming from TRACE and ATLNOW, an entirely new kind of local news that will keep the community connected.
“Expanding into Atlanta television allows us to bring the music, the energy, and the voices of Black culture to an even larger audience, said Kudjo Sogadzi, EVP of Content & Growth at MediaCo. Atlanta has helped shape culture for many years through its artists, producers, and fans, and we’re excited to create a new platform where New York and Atlanta’s legacies meet.”
Terry Crosby, CEO of CNZ Communications, added: “WHOT-TV is where Atlanta’s voice meets HOT 97’s legacy. Together, we’re delivering hip hop culture live, local, and unfiltered.
ABOUT MEDIACO
MediaCo Holding Inc. (Nasdaq: MDIA) is a diverse-owned, multi-platform media company serving multicultural audiences nationwide. Its powerhouse brands—including HOT 97, WBLS, EstrellaTV, Estrella News, Que Buena Los Angeles, and the Don Cheto Radio Network—reach more than 20 million people each month across television, radio, digital, and streaming platforms. Learn more at www.mediaco.now .
ABOUT CNZ COMMUNICATIONS SE, LLC
CSZ Communications SE, LLC is a broadcast television company committed to delivering engaging, community-driven content free over-the-air, on cable and on satellite. With deep roots in Georgia and with a strong focus on local storytelling, CNZ partners with leading media brands to create dynamic programming that reflects the voices, culture, and energy of the communities it serves. Its station, WHOT-TV, reaches audiences all the way from Columbus through the metropolitan Atlanta area.
ABOUT TRACE
Trace is a leading multimedia and digital platform dedicated to Afro-Urban music and cultures, as well as to the success of young people and artists. Trace regularly engages 350 million fans in 190 countries through multiple entertainment and empowerment platforms.
View source version on businesswire.com: https://www.businesswire.com/news/home/20251006293162/en/
Media Contact: press@mediaco.now
FAQ**
How does MediaCo Holding Inc. MDIA plan to leverage the legacy of HOT 97 in the new WHOT TV 66 to attract viewers in Atlanta and beyond?
What strategies will MediaCo Holding Inc. MDIA implement to ensure that WHOT TV 66 captures the essence of Atlanta's unique hip hop culture?
How will WHOT TV 66 differentiate its programming from other networks, and what role will MediaCo Holding Inc. MDIA’s experience play in this?
In what ways will MediaCo Holding Inc. MDIA utilize partnerships with TRACE and other organizations to enhance the cultural programming on WHOT TV 66?
**MWN-AI FAQ is based on asking OpenAI questions about Mediaco Holding Inc. (NASDAQ: MDIA).
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