Staff Report
City Council
Item No. 3.N
Meeting Date: October 14, 2026
From: Ryan Hunt, Director of Communications & Engagement Title: Agreement for Services with Poderosos Latinos, LLC for SpanishLanguage Video Podcast Production RECOMMENDATION:
Approve an Agreement for Services with Poderosos Latinos, LLC for Spanish-language video production services in an amount not to exceed $9,600 and authorize the City Manager to execute the agreement.
BACKGROUND:
As a majority-Latino community, Cathedral City has a significant opportunity to reach more residents in their own language. At the request of the City Council, staff has worked to expand the City's Spanish-language content, supporting Strategic Plan Action F-6, which calls for improving and diversifying the City's communication methods with residents.
This work is also a central focus of the Citywide Integrated Strategic Communications Plan, which JPW Communications is developing under an agreement approved by the City Council. The plan places a renewed focus on Spanish-language communications, including:
• Dedicated listening sessions with Spanish-speaking residents • Interviews with Poderosos Latinos and El Informador as key Spanish-language media partners
• A formal Spanish-language channel strategy
This agreement puts that focus into practice ahead of the plan's completion, which is anticipated in spring 2027. Xochilt Díaz is a Cathedral City resident, journalist, and host of Poderosos Latinos, a Spanish-language podcast covering the Coachella Valley's Latino community. She has been one of the City's strongest media partners for several years, including hosting and emceeing City events, and is named as a key community partner in the Integrated Strategic Communications Plan's scope of work.
Earlier this year, Poderosos Latinos submitted a proposal to produce a podcast series highlighting Cathedral City's Latino entrepreneurs, businesses, community leaders, and civic programs.
DISCUSSION:
The proposed agreement covers 20 Spanish-language video podcast episodes produced under the Poderosos Latinos brand over a nine-month term, averaging about two episodes per month. Recording dates will be coordinated with the City. For each episode, Poderosos Latinos will:
• Record in multi-camera HD and complete broadcast post-production, including color correction, audio mastering, captioning, and lower-thirds graphics. • Deliver a broadcast-ready master file for CCTV, the City's government access channel on Spectrum Cable Channel 17, along with a version for the City's YouTube channel. • Add the City as a collaborator on each episode's posts on Poderosos Latinos social media and streaming channels.
The episodes remain the property of Poderosos Latinos, and the City receives a nonexclusive, royalty-free, perpetual license to air and post them on CCTV and City channels.
Episodes will also be shared on the City's social media channels, as with other CCTV programming.
The agreement is limited to programming produced for broadcast, consistent with PEG funding. Short-form social media content, community outreach, and event emcee services are not included and will be funded separately through event budgets as needed. This series will be the City's first regular Spanish-language programming on CCTV.
FISCAL IMPACT:
The agreement will be funded through the Public, Education and Government (PEG) Fund (236) at $480 per episode delivered, not to exceed $9,600 (20 episodes), with no impact to the General Fund.
FIVE-YEAR STRATEGIC PLAN:
This action supports Goal F: Embracing, Inclusive Community, Action F-6: Develop and implement a plan to improve and diversify communication methods with residents, including its tasks for diversified communication methods and a comprehensive, integrated communications plan. It expands the City's Spanish-language communications and puts the Spanish-language focus of the Integrated Strategic Communications Plan into practice.
ATTACHMENTS:
1. Agreement for Services with Poderosos Latinos, LLC
2. Poderosos Latinos Proposal – Spanish-Language Video Podcast Production