103.1 Flipped

[jasonharper2013]

Sometime this morning KDLD/KDLE flipped Viva 103.1 and marks to the day 20 years ago it debut at viva 107.1 and there been changes in rds at ksse slogan maybe david can comment in rds ksse say Jose 107.1 and 97.5 and KLLY Say jose 97.5 y 107.1

 

[davideduardo]

Sometime this morning KDLD/KDLE flipped Viva 103.1 and marks to the day 20 years ago it debut at viva 107.1 and there been changes in rds at ksse slogan maybe david can comment in rds ksse say Jose 107.1 and 97.5 and KLLY Say jose 97.5 y 107.1

To further detail this, the Viva format is totally unlike the one used by Big City 20-some years ago.

The new format is "Mexican cumbia" which is an adaptation of Colombian cumbia which in eras past was quite popular in Mexico. It is no longer very sustainable in Mexico, as record production of the genre has essentially come to a halt with very few artists and recordings being released.

"Everyone" likes cumbia, particularly on Friday or Saturday night with a beer or tequila shot in hand. it's party music, and associated with the club scene for older adults where reggaeton has not made as big an impact. But it is sort of like EDM in that very few people want to hear a steady diet of this music all day long.

It's long been a flavor element for other formats, such as the Recuerdo "adult hits" concept and the "Suavecita" brand from Entravision; this is a rather close approximation of the Suavecita sound with more pure cumbias and fewer "grupera" ballads and the like.

This will have a bit greater appeal among Central Americans, which could be a marketable niche for them. SBS's 93.5 Sabrosita got a 1.8 at it peak nearly two decades ago with a direct appeal to Central Americans.