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105.3 debuts another format

R

RickRose

As promised at 9am this morning the new 105.3 debuted with a not so completely different all new format. I am suprised that it turned out to be spanish language considering how it will hurt Viva. It sounds regional mexican but i have not caught the name.

On a side note the VIVA website is acting strange
 
This is a totally different format than Viva and the only thing in common is the language. I just dont think Atlanta is hispanic enough to support this.
 
105.3 - El Patron

http://1053elpatron.com

Registrant:
Clear Channel Identity, LP (DOM-1559423)
20880 Stone Oak Parkway San Antonio TX 78258 US

Domain Name: 1053elpatron.com

Registrar Name: Markmonitor.com
Registrar Whois: whois.markmonitor.com
Registrar Homepage: http://www.markmonitor.com

Administrative Contact:
DNS Hostmaster (NIC-14283831) Clear Channel Identity, LP
20880 Stone Oak Parkway San Antonio TX 78258 US
[email protected] +1.2102535000 Fax- +1.2102535310
Technical Contact, Zone Contact:
DNS Hostmaster (NIC-14283831) Clear Channel Identity, LP
20880 Stone Oak Parkway San Antonio TX 78258 US
[email protected] +1.2102535000 Fax- +1.2102535310

Created on..............: 2006-Nov-17.
Expires on..............: 2007-Nov-17.
Record last updated on..: 2006-Nov-17 11:40:34.

Domain servers in listed order:

NS1.CLEARCHANNEL.COM
NS2.CLEARCHANNEL.COM
DNS1.CLEARCHANNEL.COM
DNS2.CLEARCHANNEL.COM
 
I believe El Petron was a character in a movie played by Antonio Banderas.
 
I think Patron is the format that CC should have launched first instead of ever launching VIVA. The 2 spanish language FM signals that exist around Atlanta already do that format. I am not sure how Patron compares to La Raza but considering the two signals I doubt either will impact the other. I do not see how 105.7 is such a better signal than 105.3 because here near Vinnings in Cobb County I get a clear 105.3 signal and static on 105.7fm. Not that I am actually listening to Spanish language formats since the Fish (for 46 weeks a year December 26 through Thanksgiving), Kicks and Star are my main music stations.


At least we don't have to worry about any other strong FM signals going spanish language now that CC has the market locked up. Now if 94.9 goes country the Kicks/Eagle combo may not have a lock on country in this town. I still say 94.9 makes too much money to change formats.
 
Very sad and disappointing.
I was hoping that they would at least maybe do the Movin'/Party format.
(Although anything they did would not have been as good as having 2 rock stations, I knew that was too good to last forever).

So CC Atlanta trades in having 2 rock stations for 2 spanish stations.
They have now put Spanish on 1/2 of their frequencies (96.7, 105.3, 105.7). I wonder if somebody who only speaks English could currently get a job in that building. God forbid someone only speak English in The USA! With WGST all syndicated now and Lite FM mainly voice-tracked- that leaves Randy & Spiff, Steve Goss, Aly, Chris, and Knox as the only English-speaking full-time talents left in the building of death at the moment.

I can't understand how CC feels they can do better with this El Patron & Project 9-6-1 than what they could with 96rock. Ratings wise and money wise. A station that had The Regular Guys, Classic Rock, and Atlanta Braves Baseball has to bill quite higher than Active Rock/"The Buzz" or any Spanish format. The Regular Guys firing makes sense now- they planned to get rid of 96rock (it's been obvious since Braves season ended- I thought they'd hold off till early 07 however) and did not want to pay for these guys anymore and they couldn't have guys like Larry Wachs around with their mission to make CC Atlanta the south's Spanish music headquarters.
 
While Atlanta is not top 15 hispanic market I guess when you include the illegals it would actually rank higher.


I wanted to add that 105.7 & 96.7 are signals that complement each other so I would only count them as one station but the idea that half there atlanta FM cluster is hispanic targeted does not sound great. Remember that CC was dropping revenue and ratings in Atlanta and major changes had to occur.
 
Let me preface this by saying (again) that my wife is hispanic, but this might be the first time I've actually felt bitter about illegals.
Duh, obviously this new format is not just for these folks, but you can bet it's a big reason why they think this will work. Sucks for those of
us who want something different.
 
RickRose said:
So it translates into the patrons.

1. (sponsor) benefactor m.

3. (protector) protector m.,
Click to expand...

It means, "the Boss" or, more colloquially, "The Man."

Pretty sucky name in my personal opinion.
 
David Eduardo, thanks for the translation.
More importantly, as a master of all format's Spanish language, what is your take on this move?

From what I can tell CC has not been very successful with their Spanish language initiative. Do you think the Atlanta market is prime for the new station? Have you been able to hear their execution?
 
Re: 105.3 flips at 9 AM

content said:
David Eduardo, thanks for the translation.
More importantly, as a master of all format's Spanish language, what is your take on this move?

From what I can tell CC has not been very successful with their Spanish language initiative. Do you think the Atlanta market is prime for the new station? Have you been able to hear their execution?
Click to expand...

I did not know it was on the air yet... is it? Otherwise, I can only suppose form the name that it will be reginoal.

Edit: I checked Mediabase and it is conventional pure regional. I have not checked viva for adjustments, but will in a minute. I don't have a listen line, so can not tell about imaging, etc. But the music looks correct. Pretty much a consensus of the top songs from MediaBase.
 
What would REALLY be ironic is if we subsequently heard that The Regular Guys were now in the morning drive slot at the local station in Cancun, Mexico.

(Sorry - couldn't resist).
 
RickRose said:
I wanted to add that 105.7 & 96.7 are signals that complement each other so I would only count them as one station but the idea that half there atlanta FM cluster is hispanic targeted does not sound great. Remember that CC was dropping revenue and ratings in Atlanta and major changes had to occur.
Click to expand...

But they have not always complemented each other. 96.7 used to be The Buzz and 105.7 used to be Cool. Putting one station on both was just an easy way of firing a whole station's worth of employees.

RickRose said:
I am not sure how Patron compares to La Raza but considering the two signals I doubt either will impact the other.
Click to expand...

El Patron would probably put a dent in La Raza. It doesn't even crack a point in Atlanta since the signal is weak and originating from the Lake Lanier area, where 105.3 still comes in.
 
The 60dbu coverage areas for the two regional mexican outlets do not overlap

105.3
http://www.fcc.gov/fcc-bin/FMTV-service-area?x=FM594799.html
102.3
http://www.fcc.gov/fcc-bin/FMTV-service-area?x=FM659231.html

The 60dbu coverage areas for the two viva outlets do overlap some in southwest metro but 96.7 carries Viva into south fulton,fayette,coweta,spalding,henry counties that have 105.7 issues. A separate format on 96.7 does not make business sense.
96.7
http://www.fcc.gov/fcc-bin/FMTV-service-area?x=FM540002.html
105.7
http://www.fcc.gov/fcc-bin/FMTV-service-area?x=FM1001644.html
 
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