KAZH is probably taking a cue from the relative success of Spanish language indie KZJL/61, which has done reasonably well with its lineup of syndicated/rerun/movies/locally produced fare. Much of it is rather lowbrow, but (for better or worse) it appears to resonate with the target audience. They regularly kicked Azteca's butt, and are often ahead of Telemundo and Telefutura.
BTW, KVIT/30, the new home of Azteca America after July 1, is still testing with color bars from time to time. Poorest signal of all the Houston LP's at my northwest Harris County location. They'll be okay south of I-10 and west of I-45, but a non-factor elsewhere. And no cable coverage, unlike KAZH.