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Hispanic Radio
San Antonio, Texas, November 15, 2004 – Clear Channel Radio today announced it has expanded the reach of Spanish-language programming with the launch of an unprecedented format. The bilingual “Hurban/CHR” format combines Spanish Hip-Hop, Raggaeton and
Pop/Dance music, targets the 18 to 34 demographic, and fills a void for the nearly half of U.S. Hispanic youths who prefer upbeat, rhythmic music but could until now only listen to American Hip-Hop.
The first station to adopt the new format is KLOL 101 in Houston, under the guidance of program director Jesse Rios.
“Spanish language formats have so far targeted first-generation Spanish speakers. Latino youth now have a format to call their own,” said Alfredo Alonso, Senior Vice President of Hispanic Radio for Clear Channel Radio. “Two months ago, we promised to identify opportunities tobring Spanish-language formats to all-sized markets, with unique radio stations as diverse as the Hispanic market itself. Today, we deliver on the very essence of that promise.”
A forthcoming study of Latino teens in the U.S., from Latina magazine founder Christy Haubegger, finds 48 percent of 14- to 24-year-olds interviewed identify themselves as bilingual but neither consume a large amount of Spanish-language media nor identify their culture by
language. Their favorite music is hip-hop and they are proud of the U.S. culture’s embrace of Latino culture and popular icons.
Programming bridges social and ethnic backgrounds
Clear Channel Radio’s Hurban/CHR stations will sound like American radio, presenting music in Spanish and spoken content in Spanglish (a combination of English and Spanish). Top artists in the new format include Pitbull, Daddy Yankee, Akwid, Shakira and Juanes.
“We take our pledge to grow Hispanic radio very seriously,” said Mark Kopelman, regional vice president and Houston market manager. “The Houston market presented an important opportunity to swiftly fill a unique programming hole and KLOL/Mega is a significant service for the
Houston Latino community.”
“Latino youth have not had a station designed to satisfy their musical taste and language preference,” added program director Jesse Rios.
“This unique blend of Spanish Hip-Hop, Raggaeton and dance music bridges social and ethnic backgrounds. We’re honored to be working with regional vice president of programming Ken Charles and the entire staff.”
The latest step in a broad-based initiative
Creating the Hurban/CHR (Hispanic/Urban/CHR influence) format is the latest step in a broadbased Spanish-language programming initiative announced in September. The aggressive, multimarket plan will convert stations across a full range of market sizes to Hispanic formats. The
stations will complement existing Spanish-language programming in markets that currently offer Hispanic radio, while introducing unique programming to markets that do not. Under the plan, some 20 to 25 stations will be converted in the next 12 to 18 months alone.
Initiative leader Alfredo Alonso’s expertise in Hispanic radio spans 15 years and includes creating the hugely successful “Mega/NY” and “La X/LA” concepts and founding the premiere Spanish-language weekly radio trade newspaper, Radio Y Musica.
Spanish-language programming varies considerably according to regional tastes. Clear Channel Radio currently broadcasts Spanish-language programming on 16 stations in the U.S.
San Antonio, Texas, November 15, 2004 – Clear Channel Radio today announced it has expanded the reach of Spanish-language programming with the launch of an unprecedented format. The bilingual “Hurban/CHR” format combines Spanish Hip-Hop, Raggaeton and
Pop/Dance music, targets the 18 to 34 demographic, and fills a void for the nearly half of U.S. Hispanic youths who prefer upbeat, rhythmic music but could until now only listen to American Hip-Hop.
The first station to adopt the new format is KLOL 101 in Houston, under the guidance of program director Jesse Rios.
“Spanish language formats have so far targeted first-generation Spanish speakers. Latino youth now have a format to call their own,” said Alfredo Alonso, Senior Vice President of Hispanic Radio for Clear Channel Radio. “Two months ago, we promised to identify opportunities tobring Spanish-language formats to all-sized markets, with unique radio stations as diverse as the Hispanic market itself. Today, we deliver on the very essence of that promise.”
A forthcoming study of Latino teens in the U.S., from Latina magazine founder Christy Haubegger, finds 48 percent of 14- to 24-year-olds interviewed identify themselves as bilingual but neither consume a large amount of Spanish-language media nor identify their culture by
language. Their favorite music is hip-hop and they are proud of the U.S. culture’s embrace of Latino culture and popular icons.
Programming bridges social and ethnic backgrounds
Clear Channel Radio’s Hurban/CHR stations will sound like American radio, presenting music in Spanish and spoken content in Spanglish (a combination of English and Spanish). Top artists in the new format include Pitbull, Daddy Yankee, Akwid, Shakira and Juanes.
“We take our pledge to grow Hispanic radio very seriously,” said Mark Kopelman, regional vice president and Houston market manager. “The Houston market presented an important opportunity to swiftly fill a unique programming hole and KLOL/Mega is a significant service for the
Houston Latino community.”
“Latino youth have not had a station designed to satisfy their musical taste and language preference,” added program director Jesse Rios.
“This unique blend of Spanish Hip-Hop, Raggaeton and dance music bridges social and ethnic backgrounds. We’re honored to be working with regional vice president of programming Ken Charles and the entire staff.”
The latest step in a broad-based initiative
Creating the Hurban/CHR (Hispanic/Urban/CHR influence) format is the latest step in a broadbased Spanish-language programming initiative announced in September. The aggressive, multimarket plan will convert stations across a full range of market sizes to Hispanic formats. The
stations will complement existing Spanish-language programming in markets that currently offer Hispanic radio, while introducing unique programming to markets that do not. Under the plan, some 20 to 25 stations will be converted in the next 12 to 18 months alone.
Initiative leader Alfredo Alonso’s expertise in Hispanic radio spans 15 years and includes creating the hugely successful “Mega/NY” and “La X/LA” concepts and founding the premiere Spanish-language weekly radio trade newspaper, Radio Y Musica.
Spanish-language programming varies considerably according to regional tastes. Clear Channel Radio currently broadcasts Spanish-language programming on 16 stations in the U.S.
