Pull Up a Chair, Comadre: Melissa Rios Opens La Tiendita and Takes LA Mornings to the Streets

Entravision opens the doors to “La Tiendita Mornings with Melissa Rios,” an innovative show featuring the first-ever live mobile morning broadcast on Reyna 103.1 FM.

BURBANK, Calif.--(BUSINESS WIRE)--Entravision, a leading media and advertising technology company, announced the launch of La Tiendita Mornings with Melissa Rios on Reyna 103.1 FM (KDLD) in Los Angeles. Part of the Somos Reyna audioverse, the new show airs Monday through Friday from 6:00 to 10:00 a.m. PT, with Melissa holding court in the studio part of the week. Debuting tomorrow, Tuesday, October 27, the show leaves the studio behind and broadcasts live from the streets of LA, making it the first-ever live mobile morning show in the market.

Community Connection: A Morning Show Built Like the Corner Store

Inspired by the neighborhood tienditas where everyone knows your name and there is always a story to tell, La Tiendita is Reyna’s new initiative and LA’s daily hangout for Latinas. Each show serves up the perfect mix of cafecito, chisme and real conversation, from trending headlines and pop culture to relationships, wellness and everyday life. It is more than a morning show. It is a seat at the table.

“We’re excited to launch La Tiendita, a new Reyna programming franchise inspired by the neighborhood shops that bring our communities together,” said Eduardo Maytorena, President of Audio at Entravision. “Melissa brings the authenticity, energy, and connection to make La Tiendita a place where Latina voices, stories, and experiences come together.”

The Comadre LA Didn’t Know It Needed

Bold, hilarious and unapologetically real, Melissa Rios brings more than a decade of experience in radio, television and entertainment to Reyna 103.1 FM. She has built a loyal community of more than one million followers who love her quick wit, infectious energy and refreshingly honest take on life. A proud Latina, wife, mom of three and inspired storyteller, Melissa knows how to turn everyday chaos into comedy and ordinary conversations into unforgettable moments.

“Authenticity isn’t just something I talk about. It’s something I’ve built my entire career,” said Melissa Rios, host of La Tiendita Mornings. “In this new chapter, I’m excited to lead a show that will connect with Latinas like no other program can.”

LIVE Mobile Broadcast: From Behind the Mic to the Streets of LA

La Tiendita takes morning radio somewhere it hasn’t gone before: directly to the people with LA’s first true LIVE mobile morning show. Twice a week, Melissa rolls out in the "ReynaLona" Bronco, broadcasting live from neighborhood cafecito spots, local businesses and hidden gems across Los Angeles, bringing the chisme, conversations and community connections straight to listeners.

• Monday, Wednesday & Friday – Live from the Reyna studio
• Tuesday & Thursday – Live mobile studio on the road across LA

“La Tiendita doesn’t wait for listeners to come to us. Twice a week, Melissa will take the show to the neighborhoods, businesses and corners of LA where our audience lives, and that’s what Reyna is all about," said Isabel Gonzalez, Interim Head of Programming. "Our show is not just about showing up, but about being part of the community and connecting with them face to face.”

La Tiendita is the latest original from Reyna, the first-ever creator-led multi-media platform curated by Latinas, for Latinas, which launched in August 2026 with flagship station Reyna 103.1 FM. Los Angeles is the nation’s premier Hispanic market and home to 4.9 million Latinas. For brands, the show offers a new way to connect with them in the studio, on the street and across Reyna’s mobile, social and streaming platforms. It is a complete universe for the way today's Latinas engage with the media.

Tune in to La Tiendita Mornings with Melissa Rios Monday through Friday from 6:00 to 10:00 a.m. PT on Reyna 103.1 FM Los Angeles, or stream live at somosreyna.com or on the Somos Reyna app.

About Entravision

Entravision is a media and advertising technology company. In the U.S., we provide video, audio and digital marketing services to local and national advertisers through a portfolio of television and radio stations and digital advertising services that target Latino audiences. Our advertising technology business provides programmatic advertising technology and services to advertisers and app developers on a global basis. Entravision is the largest affiliate group of the Univision and UniMás television networks. Learn more about us at entravision.com.