Entravision Communications Corp. has debuted its new broadcasting facility in Las Vegas.

The opening of the new studio was attended by two U.S. senators, Jacky Rosen and Catherine Cortez Masto, Nevada Lt. Governor Stavros Anthony, and Peter Guzman, president of the Latin Chamber of Commerce, Nevada Inc.

Jeffery Liberman, president and chief operating officer of the Santa Monica-based Hispanic broadcaster and advertising company, said that the opening of the Las Vegas news facility marks a significant achievement and was accompanied by the recruitment of nearly 40 staffers, further bolstering its team in the state.

“As a civically engaged community, Latinos transcend partisan lines, with 43% of voters identifying as independent or other in both Las Vegas and the state,” Liberman said in a statement. “Failing to engage with Latinos overlooks a crucial and decisive political group in this year’s election.”

Latinos account for 30% of the state’s population, making Nevada a pivotal market for Entravision in its mission to amplify Latino voices, according to the company.

The new news operation follows Entravision’s recent investment that more than doubled local news programming in the U.S. by introducing 38 new weekly newscasts on its Univision-affiliated television stations. 

On Jan. 6, the company began broadcasting early and late weekend newscasts on its Univision stations in Las Vegas, Denver, Colorado Springs, and San Diego.

In her remarks, Rosen highlighted the critical work local Entravision and Univision stations do to keep Nevada’s Spanish-speaking communities informed. She also delivered a Certificate of Congressional Recognition for the occasion.

“Entravision has the important responsibility of keeping Nevada’s Latino community informed about what is happening in our state,” Rosen said in a statement. “I was proud to join Entravision to celebrate the ribbon cutting of their new studio in Las Vegas and to honor the critical work they do to keep Nevadans engaged in their communities every day.”

Entravision’s locally produced “Noticias Nevada” ranks number one in Las Vegas, regardless of language, according to Nielsen. In addition to its early-evening and late news broadcasts, Entravision added morning, midday and weekend newscasts.

“If you are running for elected office and not investing in the Hispanic media, you won’t win, and if you are a small business and not investing in the Hispanic media, you are not growing,” Guzman, of the state’s Latin chamber, said in a statement. “That is why I am here for this incredible celebration of Entravision’s investment into our community.”

Entravision was founded in 1996 by the late Walter F. Ulloa, who was serving as chief executive at the time of his death from a heart attack in 2022.

Entravision operates under three divisions – digital, TV and audio. It serves advertisers from various industries including e-commerce, retail, entertainment, gaming, delivery services, financial technology, communications, lifestyle and travel.