Miami-based Bela Broadcasting, a Spanish language television programmer and independent station operator, purchased former NBC affiliate KMOH-TV last month from Gannett Communications for $5.25 million to tap the growing Hispanic market in Las Vegas as well as Phoenix.

With Hispanics comprising 26 percent of the valley’s 1.7 million people and spending about $33 million weekly on goods and services, the latest entrant to local Hispanic media further demonstrates the demographic shift in the local market. It’s a shift that has forced advertisers and their agencies to accommodate the swelling niche by servicing it.

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