It's the fastest growing population in Virginia and yet in many ways still invisible.
"There's no way to communicate to the Spanish speaking community. There's no newspaper, no radio, no television. No outlet whatsoever," says Ben Payton, owner of Fox Radio 910 AM.
The Roanoke station is hoping to fill the void. Earlier this month the station launched what they're branding as the area's first true programming for Latinos.
The host, Iris Olvera, calls Roanoke home but was raised in Mexico.
"A lot of times people try to listen into the radio and they don't have anything and now it's like they can go somewhere and listen," says Olvera.
From 3pm to 5pm, on Saturdays the station will blast a bit of Latino flare. Eventually the station may incorporate a live talk segment for listeners to call in. For now the focus is on entertainment and information for a community that is still finding its voice.