KLYY AND KSSE: CHANCES OF A JOSE SIMULCAST

[radiojomo]

Just had a quick question about Spanish radio.
KLYY seems to do very well in the Riverside-San Bernardino PPMs with a 8.4 share 6+ (without accreditation), and Jose does better than Super Estrella in LA on 6+. Why do you think that Entravision hasn't decided simulcast Jose on 107.1 to offer more coverage in the Los Angeles/Orange County/North San Diego area? Would this improve billing?

 

[davideduardo]

Just had a quick question about Spanish radio.
KLYY seems to do very well in the Riverside-San Bernardino PPMs with a 8.4 share 6+ (without accreditation), and Jose does better than Super Estrella in LA on 6+. Why do you think that Entravision hasn't decided simulcast Jose on 107.1 to offer more coverage in the Los Angeles/Orange County/North San Diego area? Would this improve billing?

First, adding KSSE is not going to add that much to the KLYY signal in the LA area. Remember, Entravision has elected to have KLYY listed as "home" to the LA market, not the much smaller and very economically depressed Riverside market. And it covers a significant part of the Hispanic population right now.

Then keep in mind that the José is essentially a copy of KRCD/KRCV's "Recuerdo" format and, unlike the IE, there is major competition in LA for that format with a very entrenched competitor...

KSSE is bundled with KDLD and KLYY in a package, and having three lower-tier stations when combined make an attractive buy.

They are probably thinking that KXOS will go away, since that operation is doing poorly despite a great signal. In that case, KSSE regains sole proprietorship of the pop format.

 

[radiojomo]

First, adding KSSE is not going to add that much to the KLYY signal in the LA area. Remember, Entravision has elected to have KLYY listed as "home" to the LA market, not the much smaller and very economically depressed Riverside market. And it covers a significant part of the Hispanic population right now.

Then keep in mind that the José is essentially a copy of KRCD/KRCV's "Recuerdo" format and, unlike the IE, there is major competition in LA for that format with a very entrenched competitor...

KSSE is bundled with KDLD and KLYY in a package, and having three lower-tier stations when combined make an attractive buy.

They are probably thinking that KXOS will go away, since that operation is doing poorly despite a great signal. In that case, KSSE regains sole proprietorship of the pop format.

Thanks for your great insight, David. I was hoping to get a response from you because of your background with Univision. I was listening to Jose in the car with my parents this weekend (upon their request) and found it to be quite an interesting listen. The imaging is copied straight out of the Jack FM playbook (even down to the recorded listener phone calls), and as you said, the music is copied out of the Recuerdo playlist, although I would say that Jose has a little more variety than Recuerdo, similar to Jack. But it seems to be working for them.
Weird how Entravision lists Los Angeles as the home base of KLYY, but boasts about their R/SB ratings in their press releases and fails to mention Los Angeles ratings. But then again, PR is all about image.
A question for the pro, what could Grupo Radio Centro possibly do with KXOS? Will they divest the station?

 

[davideduardo]

A question for the pro, what could Grupo Radio Centro possibly do with KXOS? Will they divest the station?

They have a standalone station in a segment that is consolidated... Liberman, Entravision, Univision, SBS all have multiple stations. They have tried 4 varieties of AC - Pop and have not made an impact, and are rumored losing well over $6 million a year. They can't be the 4th regional, they have never done the Recuerdo format (that format was invented at Recuerdo) and there is nothing else left to do.

If I were Francisco Aguirre, I'd look for an exit strategy or a partnership.

 

[ronkaram]

Spanish radio is in Spain. Hispanic radio is in America.

 

[davideduardo]

Spanish radio is in Spain. Hispanic radio is in America.

Actually, what we are talking about is "Spanish language radio."

KIIS and KPWR and K are, to the greater extent, "Hispanic targeted radio" and cume more Hispanics than any Spanish language station.

And, as we know... most "Hispanics" don't like the term "Hispanic." One of my daughters used to wear a T-shirt that said, "I'm not Hispanic, I'm Puerto Rican."

Of course, this is all a word game. We both knew what was meant by "Spanish radio" even if the term is imprecise.

 

[ChannelFlipper]

Spanish radio is in Spain. Hispanic radio is in America.

Actually, what we are talking about is "Spanish language radio."

KIIS and KPWR and K are, to the greater extent, "Hispanic targeted radio" and cume more Hispanics than any Spanish language station.

And, as we know... most "Hispanics" don't like the term "Hispanic." One of my daughters used to wear a T-shirt that said, "I'm not Hispanic, I'm Puerto Rican."

Of course, this is all a word game. We both knew what was meant by "Spanish radio" even if the term is imprecise.

Of course her shirt should have said, "I am not Hispanic, I am American", but that point was probably lost on her. Someone should let her know that the tremendous freedoms she has derive from the US Constitution, not the Puerto Rican one.

 

[davideduardo]

Of course her shirt should have said, "I am not Hispanic, I am American", but that point was probably lost on her. Someone should let her know that the tremendous freedoms she has derive from the US Constitution, not the Puerto Rican one.

Actually, "Hispanic" is synonymous with "American" as the US is the only place where that contrived term is used.

Of course, to an Hispanic, "American" means Argentine, Chilean, Mexican, Brazilian... in fact, of any country in The Americas. In Spanish, an American is not someone from the USA, which is a Northamerican.

But in the context of applying terms... and keeping in mind that the term "Hispanic" was dragged up by the Census Bureau so that it could group together peoples with no single race, culture, ethnicity or heritage... "Puerto Rican" is real while "Hispanic" is an artificial construct of the US government

 

[Mediafrog+]

Spanish radio is in Spain. Hispanic radio is in America.

Of course you can listen to real Spanish radio via Radio Exterior de España, in both Spanish and English. ;D