The present study aims to conduct an audience analysis of HispanTV within the media landscapes of Mexico and Argentina, employing a grounded theory methodology. Given the pervasive politicization and partisan capture of the media structure, the concentrated nature of media ownership in these countries, and the rapid expansion of their digital infrastructures, a nuanced understanding of the local media environment and audience consumption patterns is imperative for enhancing the effectiveness of transnational broadcasting. Data were collected through 23 semi-structured in-depth interviews with experts in communication studies, media management, diplomacy, and Latin American regional affairs. Upon reaching theoretical saturation, the collected data were systematically analyzed through open, axial, and selective coding procedures. This process yielded 197 initial themes, 56 first-level concepts, 27 second-level categories, and 5 overarching macro-classes.The findings indicate that the causal conditions shaping media activism in these societies are threefold: capital-driven media concentration, the structural entanglement of media with political power, and the perpetuation of mainstream media narratives across the news sphere. Furthermore, high internet penetration rates, the ubiquity of social networking platforms, the relative stabilization of mobile-first consumption habits, audience preference for image-centric content, and the rise of streaming viewership were identified as key contextual variables. The dominant strategy adopted by local media revolves around agenda-setting, strategic framing, and emotionally charged narrative construction, typically delivered through an infotainment format. Consequently, this has precipitated a significant decline in public trust toward official media outlets and a concomitant transfer of epistemic authority to social networks…