At the time, Maytorena was the LA station general manager for the broadcasting giant Entravision, which features programming in Spanish and English for Latino audiences. He and his fellow leaders were looking to the company's on-air personalities to say something in support of immigrants, but they realized how high the stakes were and how dangerous the situation was. "We just felt really helpless," Maytorena, now Entravision's president of audio, says.