The network's operations are overseen by Estrella Media CEO Peter Markham, who has been in the post since the departure of co-founder Lenard Liberman amid a corporate reorganization in October 2019.

The station ran a block of Spanish language programs during its daytime schedule – running from 7:00 a.m. to 5:00 p.m. weekdays – originally consisting largely of dubbed versions of drama series from the Universal Television library (such as Airwolf and Emergency!)

Such move was the result of Mr. Banojian understanding of the lack of Mexican programming availability and the need to produce original content under the newly formed LBI studios.

In all five markets, the Estrella TV-branded stations ranked in second place among Hispanic adults in the 18–34, 18-49 and 25-54 demographic, beating Telemundo's ratings by as much as 100% and Telefutura's by as much as 64% during the weekday early fringe and prime time (3:00 to 11:00 p.m.) periods.

Liberman had explored the possibility of developing a national network in 2007, when it raised $200 million in capital to acquire additional television stations and expand programming production.

[10] To counterprogram networks that already established a foothold with the Hispanic and Latino demographic (such as Univision, Telemundo, Telefutura and Azteca América), Liberman chose to maintain the existing format used by the company's independent stations and have Estrella TV rely on the company's extensive library of original programming that originated on the six outlets (which Liberman had also syndicated to broadcasters in Puerto Rico and Latin American countries such as Panama, Honduras and El Salvador) as well as newer content for its inaugural schedule – including Estudio 2; Secretos; !A Que no Puedes¡; José Luis sin Censura; Los Chuperamigos, a sketch comedy series led by Lilliana Arriaga and a cast of popular Mexican comedic actors including Luis De Alba, Alejandro Suarez, Maribel "La Pelangocha" Fernandez and Carlos Bonavides; El Show de Lagrimita y Costel ("The Lagrimita and Costel Show"), a variety series hosted by father and son comedians Costel and Guillermo Cienfuegos in clown attire; and two daily news programs (the twice-daily weekday evening national newscast, Noticias Estrella TV ("Estrella TV News") and Alarma TV ("Alarm TV"), a half-hour prime time newsmagazine focusing on caught-on-tape footage).

[21] On January 7, 2014, former Los Angeles mayor Antonio Villaraigosa was appointed by Liberman Broadcasting to serve as a senior advisor for the network, helping provide input in its programming, community and advertiser relations.

[21][22] On May 15, 2015, Liberman Broadcasting announced that Estrella TV would launch a multichannel production firm, Fenómeno Studios, which would develop programming content targeted at millennials between the ages and 18 and 34.

The studio, which launched that June, would produce specialized genre-based content (including music, comedy, gaming, lifestyle, do-it-yourself, beauty and sports content) from a 23,000-square-foot (0.53-acre) facility near Liberman's corporate headquarters and production studios in Burbank, featuring separate production soundstages, edit bays and offices, with the intent to use existing performers from Estrella TV shows with a broad presence on social media (such as singer Luis Coronel, who also served as a judge on the talent competition series Tengo Talento, Mucho Talento, and Juan "Don Cheto" Razo) and attract existing YouTube talent that would have their content distributed on the Fenómeno online network – with the possibility of some newer talent curated on the Fenómeno networks being considered for program development crossover to the linear Estrella TV network.

[26] In 2018, Estrella TV was the only American television network to experience total day ratings growth in cable viewership among viewers over age 12 between the same period in 2016.

As a result, Estrella TV suspended production of or cancelled outright several series on its schedule; among them, the talk show Noches con Platanito, which was temporarily replaced by the telenovela La Esclava Blanca for three months beginning on June 20, while its morning news programs Primera Edición and Buenos Dias Familia were discontinued and replaced by a double-run of telenovelas and a rebroadcast of the previous weeknight's edition of Cierre de Edición.

On October 22 Estrella TV premiered another late night talk hosted by Mexican Actor Omar Chaparro replacing Alex Montiel.

All remaining time periods are filled with infomercials that were either originally produced or dubbed into Spanish, a block that had previously made up half the network's broadcast day at its debut, but now is limited to between midnight and 6:00 a.m. ET/PT.

The network carries a separate block of additional entertainment programs on Los Angeles flagship station KRCA on Monday through Fridays from 1:00 to 2:30 a.m. and Saturdays and Sundays from 1:00 to 2:00 a.m.

On September 14, 2009, the day the network Estrella TV launched, unveils “Estellas Hoy” an entertainment show that offers viewers an exclusive and unprecedented look into the world of top Latino celebrities.

On June 1, the network is set to debut a new entertainment news show titled “Chismes En Vivo”, hosted by Chisme no Like hosts “Elisa Beristain and Javier Ceriani”, replacing El Mameluco under updated programming changes that are being made ever since the network began being under new management since February 2020[40][41] On October 30, 2018, Estrella TV signed a multi-year agreement with Fremantle North America to broadcast 100 Latinos Dijeron, an American Spanish-language adaptation of Family Feud that previously aired on the now-defunct MundoMax from 2013 to 2016, in early 2019.

[42] On February 3, 2020, Estrella TV revamped its prime time lineup, adding the talk show Nos Cayó la Noche, hosted by popular Mexican YouTuber Alex Montiel (which replaced and utilizes the late-night format used by its predecessor Noches con Platanito, which ceased production in June 2019 amid corporate cutbacks instituted upon LBI Media's bankruptcy), and added a half-hour version of the Fenomeno Studios web series Pepe's Office (which resulted in the displacement of Alarma TV, now serving as the lead-out—instead of lead-in as previous—of its late-evening newscast Cierre de Edición, to late night).

Encrucijada is a one-hour anthology series that premiered September 19, 2021 and airs every Sunday night that focus on the lives of people also known as their road in the fork moment and how the challenges and triumphs of choices in everyday life shape our future.

[45][46] Differing somewhat in tone compared to the early evening edition, the program – which adopted its current title, Cierre de Edición ("Final Edition") in 2013, and airs at 10:30 p.m. Eastern Time – provides more in-depth analysis of news stories affecting the U.S. Hispanic community, similar to the late-night newscast that Gratas formerly anchored for Univision from 1999 until he was laid off by that network in 2009, Noticiero Univision: Última Hora.

[47] Gratas took a sabbatical from Cierre de Edición in August 2015 due to ongoing health issues, but remained the main anchor of the program until his death from a reported diagnosis of metastatic cancer at age 71 on October 8, 2015.

Dellanos left the network on April 24, 2015, and was subsequently replaced on Noticiero Estrella TV by Adriana Ruggiero, a former evening anchor at Los Angeles flagship station KRCA.

On June 22, 2020, the show got revamped with additional new hosts including Tomas Rubio, Giselle Bravo and Said Garcia with News of the day, entertainment, interviews, Sports, weather.

On February 27, with a partnership from TV Azteca, the network added Venga La Alegria as part of a new daytime block to better serve the Hispanic with their Mexican culture heritage.

On February 21, 2020, the network bought back soccer programming with a new partnership with (Los Angeles Football Club) the fastest growing franchise in MLS.

On June 16, Estrella Media announced a licensing multi year partnership with Los Angeles Chargers, in which Estrella TV 62 Los Angeles and Que Buena 105.5/94.3 FM, will be home to Preseason matches and Radio home to all matches through the entire NFL season involving playoffs, with Pre and Post game shows and a weekly Chargers series and news throughout the year.

[73][74] By the network's launch date in September, Estrella TV had expanded its footprint of charter outlets, signing affiliation agreements with Tribune Broadcasting (for WPIX in New York City);[75] Sinclair Broadcast Group (initially for KVMY in Las Vegas);[76] Sunbeam Television (for WSVN in Miami);[77] Titan Broadcast Management (for KTNC in San Francisco and KFRE-TV in Sanger-Fresno);[78][79] Belo (for KENS in San Antonio); and Hearst Television (for KOAT in Albuquerque and WPBF in West Palm Beach),[80][81] helping to give the network affiliates in 68% of all Hispanic television households and nine of the ten largest Hispanic media markets in the U.S.[13][16] Estrella TV debuted with 17 affiliated stations, in addition to the seven Liberman-owned charter stations, reaching near its national coverage goal with a Hispanic market reach of 68% and affiliates in nine of the ten largest Hispanic U.S. markets (including New York City, Los Angeles, Chicago, Dallas, Houston, San Antonio and Brownsville).

GLAAD president Jarrett Barrios said in a statement regarding the offending content: "For years[,] Liberman has ignored concerns from viewers as well as revenue loss from advertisers pulling spots.

In referencing to the extremity of the content, NHMC president Alex Nogales referred in an announcement of the complaint, "José Luis makes Jerry Springer look like Mr.

"[96] The groups subsequently launched a boycott against companies that maintained advertising sponsorships for José Luis Sin Censura, and created a petition on Change.org urging Liberman to take action regarding the show and its content.

[108] On September 27, 2017, Liberman Broadcasting elected to give KETD, KZJL, and KPNZ must carry status effective on New Year's Day 2018, ultimately conceding defeat in its attempt to receive carriage fees from Comcast, although it declared it would continue litigation relating to Estrella TV's availability outside those markets.