Liberman Broadcasting personality Don Cheto today (Oct. 10) launched his radio program on Houston’s regional Mexican 98.5/103.3 La Raza.

Houston is the fourth Liberman station to begin airing the show, which tapes at La Que Buena (KBUE) 105.5. Don Cheto’s (real name: Juan Carlos Razo) show airs on KBUE's sister station in Riverside, Calif., and premiered on Dallas' 93.7 La Raza (KNOR) two weeks ago.

Razo is a fast-rising star on the Los Angeles radio scene. Since he took over KBUE's morning show last year, the station's ratings in the 18-34 demographic have nearly tripled in the time slot to a 9.6 share.