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KCOR now KXTN (AM)
- Thread starter davideduardo
- Start date
5 PM Launch.
3, 2, 1....
The seems like it was poorly executed. No social media, no announcement about Tejano moving to the 1350, no website, etc.
Vibe 107.5
Univision is describing VIBE as a “Hot Adult Rhythmic Contemporary” station featuring pop, hip-hop and R&B music from the 1980s through the early 2000s.
This means VIBE will be an English-language station in a heavily Hispanic market influenced by rhythmic hits made famous in the market on KTFM, at 102.7 MHz.
Vibe 107.5
Univision is describing VIBE as a “Hot Adult Rhythmic Contemporary” station featuring pop, hip-hop and R&B music from the 1980s through the early 2000s.
This means VIBE will be an English-language station in a heavily Hispanic market influenced by rhythmic hits made famous in the market on KTFM, at 102.7 MHz.
Launch first, work out the kinks before inviting people to sample something new.
The only time I promoted a launch it was because we had been doing dry runs on the air for a month in advance, had all the music, promos and imaging done to perfection, had booked a post-launch concert with the biggest artists in the format and lots of other little and big details. We bought over 500 GRPs of local TV the weekend of the launch, and did a great TV commercial secretly out of market.
But that was pre-Internet and we knew we could keep the internal aspect secret.
I don't think I would ever do it again that way. A more recent launch I did was sort of "well, we seem to have it all together, so let's blow away the 2 share from the old format and give it a try". We just let a song fade out, and went into the new format cold... in a market about 15 times bigger than SAT. We did not promote for two weeks and until we were happy with every detail.
So I think The Vibe did it the right way. But I am biased.
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Glad you are being honest.
The header of this thread should change to The "Vibe 107.5."
I expect this station to do very well in the coming months. Besides a low power station(G103.3), no real competition. Alpha should have simulcast on 95.7, but that wouldn't compare to the signal 107.5 has. I would hope 107.5 adds Freestyle as it was huge back in the late 80s and early 90s.
Website is up but incomplete, no stream that I found: https://www.univision.com/radio/san-antonio-kvbh-fm
Has Univision done this specific format elsewhere? Wonder if it might be a possibility in Houston, not necessarily on an Univision station.
Has Univision done this specific format elsewhere? Wonder if it might be a possibility in Houston, not necessarily on an Univision station.
It's obviously an Hispanic targeted format for a market where Hispanics are both numerous and in the vast majority English dominant. Neither condition is met in Houston, but markets like El Paso and Albuquerque are similar.
I was surprised to hear KXTN-FM had given up Tejano music, until I checked to see its ratings had fallen to #14. It doesn't seem like too long ago KXTN-FM was always in the top 10. But as David had explained, Tejano is now a music format for older listeners.
Univision doesn't have many English-language stations. In fact, the biggest non-Spanish station Univision owns is also in San Antonio, #1 ranked KBBT, running a Rhythmic Contemporary format. So we can view the new KVBH as an older-targeted station for former KBBT and KTFM listeners, like Hot AC is the next stop for young people leaving Top 40.
In most of Univision's markets, it owns no English-language station. But as David tells us, San Antonio has a large population of English-dominant Hispanics, families who've been there for generations. So now Univision has two English-language outlets in SA.
What does this say about Univision's 24/7 Deportes Network? Univision switched all its biggest AM stations to the format, from NYC (WADO) to LA (KTNQ) to Chicago (WRTO), as a competitor to ESPN Deportes. That left most markets in the U.S. with no Spanish-language Talk station, but with two Spanish-language Sports stations. Now Univision Deportes is missing from one of the largest Latino markets in the country, other than on the HD signal of co-owned 92.9 KROM.
Univision doesn't have many English-language stations. In fact, the biggest non-Spanish station Univision owns is also in San Antonio, #1 ranked KBBT, running a Rhythmic Contemporary format. So we can view the new KVBH as an older-targeted station for former KBBT and KTFM listeners, like Hot AC is the next stop for young people leaving Top 40.
In most of Univision's markets, it owns no English-language station. But as David tells us, San Antonio has a large population of English-dominant Hispanics, families who've been there for generations. So now Univision has two English-language outlets in SA.
What does this say about Univision's 24/7 Deportes Network? Univision switched all its biggest AM stations to the format, from NYC (WADO) to LA (KTNQ) to Chicago (WRTO), as a competitor to ESPN Deportes. That left most markets in the U.S. with no Spanish-language Talk station, but with two Spanish-language Sports stations. Now Univision Deportes is missing from one of the largest Latino markets in the country, other than on the HD signal of co-owned 92.9 KROM.
I am currently not SA but the difference between this one and Hot 104.5 and Yo 95.1 is this one has Pop titles mixed in the playlist. How long the Pop tunes will last, the jury is still out.
Is The Beat #1? I had heard it had dropped from the top spot.
This is a rhythmic gold based AC format; KZEP was a throwback format. Beyoncé vs. Notorious B.I.G.
You just explained it... San Antonio is a large Hispanic market but a very small Spanish language market. Per Nielsen, only about 20% of MSA Hispanics are Spanish Dominant, so the way to deliver Hispanics to advertisers is via English language programming target at them.
KXTN was down to around 20th in 25-54 listening and, like many general market formats that have disappeared, had aged out of the zone where advertisers wanted to be.
The problem with Spanish language talk is that the format is way to expensive to do locally, as was proven with KTNQ in Los Angeles many years back. Although KTNQ was occasionally in the top 10 in 25-54, it cost too much to run. When the same theories of programming were applied on a national basis, it could be seen that there was little commonality in the topics of interest and the effort failed. Plus, talk was becoming a very old leaning format in a market where 18-34 and 18-49 are the key demos for sales, not 25-54.
Yeah, I guess Univision's idea a few years ago to have a network of talk shows about general topics, psychology, family and women's issues, law and immigration, just didn't work. Young people don't want to listen to talk shows and there aren't enough older Spanish-dominant people in the U.S. to make a Spanish talk network practical. Some stations in California and the Southwest run Mexican talk networks. In Miami and Puerto Rico, there are numerous Spanish talk stations with local programming, discussing local topics and politics, but not for a national U.S. network. Even the two Deportes networks get poor ratings, but at least they capture young adult men.
And I was incorrect that The Beat is #1. KBBT is only #10. I remember a few years ago it was #1 but I guess it has more competition these days. And Rhythmic Contemporary is not as big a draw as it once was. LA's two Rhythmic Contemporary stations are only getting so-so ratings. A number of big Rhythmic Contemporary stations have gone mainstream over the last few years. KYLD San Francisco, WBBM-FM Chicago and XHITZ San Diego all made the transition, while even WPOW Miami plays an occasional Adele or Justin Timberlake song.
And I was incorrect that The Beat is #1. KBBT is only #10. I remember a few years ago it was #1 but I guess it has more competition these days. And Rhythmic Contemporary is not as big a draw as it once was. LA's two Rhythmic Contemporary stations are only getting so-so ratings. A number of big Rhythmic Contemporary stations have gone mainstream over the last few years. KYLD San Francisco, WBBM-FM Chicago and XHITZ San Diego all made the transition, while even WPOW Miami plays an occasional Adele or Justin Timberlake song.
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107.5 Commercials still in Spanish
I noticed the commercials thus far have been in the Spanish language. Is that in essence inventory from Tejano 107.5? Will the new format be entirely in English or still have bilingual elements?
I noticed the commercials thus far have been in the Spanish language. Is that in essence inventory from Tejano 107.5? Will the new format be entirely in English or still have bilingual elements?
I personally feel that they may have been talk about 104.5 flipping to a similar format 107.5 just went to.
But I still can't get over the sloppiness of 107.5. I figured no stunting would occur but the handling of their Tejano listeners was just wrong. Many of the comments from KXTN 107.5 Facebook page have been removed.
Again, no website, no stream, no social media and no promotions team at one of the biggest Fiesta events. Either this is just smokescreen or they jumped on it before 104.5 moved on it.
The Tejano listener base has been shrinking for two decades. The station was down to about 20th in 18-49.
Stations that change format customarily don't address the comments of their former listeners. There is no remedy in doing so.
And Tejano does have a home, the former KCOR, which was the first all-Spanish station in the city and the continental US.
Anecdotally I can speak of changing a Beautiful Music station to all-salsa a long time ago... the flip was done on a Friday evening, but we had a staff member stay late to take any calls and explain the Cliff's Notes version of why it was done. Within an hour, I did an "all hands on deck" call because one person could not reply to all the calls. But after a while, everyone on the phones was complaining about the rudeness and profanity of the callers, and I recognized that putting up with that abuse would hurt confidence in the new format and affect morale. So everybody went home and we just did not answer the phone over the weekend. It was a no-win situation, as nothing we could do or say made the ex-listeners happy and our staff did not need to take the abuse.
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