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Luis and Lupita Montoto's La Movida was recognized as "Station of the Year" by the Wisconsin Broadcasters Association.

Madison’s first and only Spanish-language radio station won 2015 Station of the Year for Large Market Radio at the Wisconsin Broadcasters Association Awards for Excellence Gala May 7 at the Marriott West.

Every year, the Wisconsin Broadcasters Association holds their annual event in the second weekend of May presenting awards in numerous categories for radio and television in the state of Wisconsin. Whichever station wins the most awards in numerous categories wins the “Station of the Year” trophy. The competition is very diverse and there are many different categories. La Movida WLMV-1480AM pulled in 7 different awards.

Michelle Vetterkind (left), president and CEO of the Wisconsin Broadcasters Association, with La Movida's Lupita Montoto
Michelle Vetterkind (left), president and CEO of the Wisconsin Broadcasters Association, with La Movida’s Lupita Montoto

“WLMV/La Movida’s victory as ‘Large Market Music Station of the Year’ in the Wisconsin Broadcasters Association Awards for Excellence Program is an indication of success at so many levels,” Michelle Vetterkind, president and CEO of the Wisconsin Broadcasters Association, tells Madison 365. “First, this is the story of a husband and wife coming to America and, with their own sweat, making a spectacular success in their new home. Second, it’s the story of an industry that is refreshing itself on an almost daily basis, meeting the needs of new listeners and new advertisers. Third, it’s the story of a multi-generational company, Mid-West Family Broadcasting, that has always combined a deep sense of social conscientiousness with the powerful understanding of the force of radio to affect listeners and businesses. American’s largest statewide broadcast awards program turned out to be the perfect place to tell these great stories and to honor this success.”

The Latino husband-and-wife duo of Luis and Lupita Montoto, whose La Movida Radio station is the place for information and entertainment for Dane County’s Latino community and beyond, came to Madison with very little in the last ‘90s and went on to build a multimedia Spanish language station that entertains, informs, and creates connections.

“How do we get here? It’s been a long story,” Luis Montoto told the crowd at the Gala upon accepting their award. “La Movida started on April 30, 2000, and who would have ever thought that we would be here 16 years later? I want to thank the WBA. This is a dream come true. It’s been a long journey.

(L-r) Charlotte Deleste morning anchor for WISC-TV,  Ron Giordan, content strategy director at Mid-west Family Broadcasting, Lupita and Luis Montoto.
(L-r) Charlotte Deleste morning anchor for WISC-TV, Ron Giordan, content strategy director at Mid-west Family Broadcasting, Lupita and Luis Montoto.

“I’m so happy to be here. I come from very humble roots from a place very far from here and I never thought that this would be my reality,” Lupita Montoto told the crowd. “I never thought that this moment would come in my life. We moved to Wisconsin in 1999 with luggage full of dreams and only my wedding presents and a few clothes. “I’m so happy that my very own Latino community has a Spanish-language radio station – before even Milwaukee.

“And I wish, seriously, that Donald Trump could see this,” Lupita Montoto added, holding up the trophy. “I’m a proud Mexican!”

At the event, people from the television stations announcedthe radio station winners and vice versa. “It was so nice to see the anchorpeople from Milwaukee, Madison, Green Bay and all the TV channels in Wisconsin announcing all of the radio winners,” Luis Montoto told Madison365. “We have some cool radio announcers in this state so it’s great to see them do their thing when it’s time for the TV awards, too.”

Channel 3/WISC-TV won the 2015 Station of the Year-Medium Market at the Wisconsin Broadcasters Awards Gala that same night. They also garnered 18 other individual awards.

The staff at WISC-TV with their 2015 Station of the Year award.
The staff at WISC-TV with their 2015 Station of the Year award.

La Movida beat out stations from Milwaukee, Green Bay, Eau Claire, La Crosse, Appleton, Fond du Lac and more. In the past, La Movida has won smaller awards at this annual event for production and for interviews, but they had never won the Station of the Year award before.

“We never thought that this could even happen,” Luis Montoto said. “It’s nice. It’s great recognition. Who doesn’t want recognition? It’s a sign that we are doing a good job. But this award is not about us … it’s about who we do it for – our Latino community. I feel like the award is recognizing the growing Latino community in Wisconsin.”

For a complete list of winners from the event, click here.

Written by David Dahmer

David Dahmer

A. David Dahmer is Publisher and Editor-in-Chief of Madison365.

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