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The Breeze Blows Out of Town

thataveragejoe said:
Rumba1061.iheart.com redirects to iheart.com (for now). If you try (random).iheart.com it errors, also telling.
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That one has been redirecting to South 106.1 in Columbus GA for as long as people have noticed its there. Decoy? Flip coming to THAT station?

But yeah, PROBABLY the page of the new Philly station
 
This is clearly a corporate programming strategy by iHeart, much like their El Patron/La Preciosa push in the 2000s. I wonder if it will be a case where ratings don’t really matter. This will be interesting to watch, and also interesting to see how many other markets that don’t have a huge Hispanic population as a percentage like Philly they’ll do this in.
 
Also should point out, Bad Bunny is headlining a show at the Wells Fargo Center on Wednesday night. Consider that with the Bad Bunny stunt since noon yesterday...
 
101tm said:
This is clearly a corporate programming strategy by iHeart, much like their El Patron/La Preciosa push in the 2000s. I wonder if it will be a case where ratings don’t really matter. This will be interesting to watch, and also interesting to see how many other markets that don’t have a huge Hispanic population as a percentage like Philly they’ll do this in.
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Fair. Ultimately is revenue that matters. Not saying they are disconnected just to be clear. But when those monthly meaningless figures show up, they won’t be telling us…anything.

There’s so much more that goes into that bottom line calculation. What happens here will be interesting to see.
 
iHeart app just switched to Rumba as well. Logo matches the Boston Rumba, quite different from the Orlando Rumba logo.
 
101tm said:
iHeart app just switched to Rumba as well. Logo matches the Boston Rumba, quite different from the Orlando Rumba logo.
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The Rumba logo used in Orlando is the same style used on Rumba 104.5 back in 2006-07. (And is currently used on the Rumba stations in Reading and Lancaster)
 
Rumba 106.1: "Number One for Reggaeton and Variety."

The last song that was played before the official start of Rumba 106.1 was "200 MPH" by Bad Bunny featuring Diplo. To me, this means, "Fasten your seat belts. This is going to be a fast ride."

The first song on Rumba 106.1 was "Mi Niña" by Wisin, Myke Towers & Los Legendarios.
 
FWIW- My HD radio (an Insignia desktop model) still shows "Breeze" on it. Now whether that is just its internal memory not clearing or they really haven't switched the RDS to "Rumba" yet, idk. I'll check on my SDR to see what that shows.
 
MarkW said:
So much for targeting Beasley with 106.1's new format! LOL

I do like this move.
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I think what Lance meant (and wrote in a follow-up article) about targeting Beasley was trying to get someone like Audacy to flip low-rated WTDY or Urban One to flip low rated WRNB to something that would either attack a Beasley station, or pull a competitor from one of iHeart's stations.
 
While I admit ignorance in not knowing how this station compares to the others in town, I can see how this makes sense at least from the app standpoint- if you pull up the Philadelphia section of iHeartRadio, all their properties are listed first, followed by outside stations (including La Kalle and La Mega). Now, iH has their own offering listed much higher than the aforementioned other two.
 
I know Urban One has no idea probably how to do it, but with their struggles, too bad they couldn’t have experimented with a Spanish format on 100.3. They do have some other formats like news/talk and Hot AC but I guess Spanish would have been a heavy lift since it’s an entirely different language.
 
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