Rinse the rice under cold water until the water runs clear. Drain well.

In a large skillet or saucepan, heat the vegetable oil over medium heat. Add the onion, garlic, and jalapeno (if using) and sauté until they become soft and fragrant.

Add the rice to the skillet and stir to coat it with the oil and vegetables. Cook for about 2-3 minutes, stirring frequently, until the rice becomes slightly golden.

Stir in the diced tomatoes (with their juice) and cook for another minute.

Add the broth, cumin, chili powder, paprika, and salt to the skillet. Stir well to combine.

Bring the mixture to a boil, then reduce the heat to low. Cover the skillet with a tight-fitting lid and simmer for about 20-25 minutes, or until the rice is tender and the liquid is absorbed. Avoid lifting the lid during this time to ensure proper cooking.

Remove the skillet from the heat and let it sit, covered, for 5 minutes to allow the rice to rest.

Fluff the rice with a fork and garnish with fresh cilantro before serving.