Article: Hispanic radio boosting Clear Channel

From Hispanic Business, this article explores the Latino radio trend, which has numerous mainstream radio stations switching to a Spanish-language format. Particularly interesting for me was to see that a station in my hometown of Houston, ROCK KLOL 101, which was the hard rock, controversial station of the 80s, has gone Latino and is now Mega 101. Times are changing.

Not surprisingly, the hardrocking Houstonians are not happy. After just a bit hunting on Google I found this on www.bringbackklol.com:

Did you wake up to Spanish music? Clear Channel has decided to make a format change at Houston (sic) expense. Rock 101 KLOL is no longer and we have another Spanish channel to go along with Houston’s other 16 Spanish channels. We need to show Clear Channel that we will not just stand by while a 34-year-old station is removed from the air.

Well, sorry, hard rock folks, Latino radio is here to stay. For Clear Channel, it's not about inclusion or diversity, it's about demographics, and the Latino market in Houston outweighed you. Such is business.

Hispanic Radio Boosting Clear Channel

September 13, 2005

L.A. Lorek

Clear Channel Radio began changing some of its long-standing rock 'n' roll stations to Spanish-language music a year ago to serve the fast-growing Hispanic market.

It has converted 23 radio stations of 25 originally planned, but it may do even more, said Alfredo Alonso, Clear Channel's senior vice president of Hispanic radio.

"The driver is the population continues to grow -- with more than 40 million Hispanics," Alonso said. "As a broadcaster, Clear Channel made a decision this was a definite growth opportunity."

In November, KLOL Radio in Houston became Clear Channel's first station to adopt a format dubbed "Hurban," with a slogan of "Latino and Proud."

The station's disc jockeys broadcast in Spanglish and feature Spanish-language hip-hop, reggaeton, pop and dance music.

Since then, the Houston station has seen its ratings rise dramatically -- from 17th place to seventh, according to Arbitron, a research firm that tracks radio listeners.

HispanicBusiness.com         READ MORE

Comments

[Juan del Real]

The same happened here in San Jose, CA. Long-time rock station 92.3 KSJO was switched to a Spanish language station - La Preciosa. I grew up listening to KSJO so the change was upsetting.

[Maegan la Mala]

I am all for more Spanish language media in all forms, the problem is in the format.Generally all these stations have the same pre-approved playlists, really not opening the door to new, innovative talent.

[Byron Ponce]

I´d like to get in touch with latinos who want to produce quality radio content for the market in Florida