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"La Preciosa" debuts in Dallas; coming to Houston?

D

dlf

KEGL in Dallas flips to "La Preciosa" Thursday morning. Is Houston a candidate for a "La Preciosa" format? On the surface, it seems like a good cluster strategy to pair an older skewing format "La Preciosa" with the Hurban format on Mega. How would "La Preciosa" fare in Houston and do any of the Univision or Lieberman stations mirror a "La Preciosa" format?

If "La Preciosa" is on the drawing board for Houston would it end up on 93.7 or 96.5?

dlf
 
I think they realy need to see where all the formats are going with in the next few ratings before deciding on another Spanish flip, just need to see what happens with all of them first. Just in my thoughts.. I know David Eduardo, Mike_O or someone like that can expain a lot better than I could on that.

<P ID="signature">______________
jras20</P>
 
> I think they realy need to see where all the formats are
> going with in the next few ratings before deciding on
> another Spanish flip, just need to see what happens with all
> of them first. Just in my thoughts.. I know David Eduardo,
> Mike_O or someone like that can expain a lot better than I
> could on that.
>

96.5 NO 93.7 NO won't happen!
 
> > 96.5 NO 93.7 NO won't happen!

I disagree. This isn't strictly about Spanish language formats, but it is about the money and the potential for growth, to wit:

WCBS New York from Heritage Oldies to Jack YES

97.1 DFW from Heritage Rock to AC YES

97.1 DFW from AC to Preciosa YES

101.1 KLOL from Heritage Rock to Mega YES

...and a lot more examples around the country. You never can tell what's going to happen in today's business climate, and we shouldn't be surprised by anything.
 
"La Preciosa" could be a possibility for a relaunch of KROI, should Radio One decide "La Mera Mera" is dead meat---but I have the feeling that they wouldn't do any better with it (I'm still plugging for Urban Gospel on 92.1.) RO will probably stick with LMM for at least another nine months to see if there's any more growth.

Preciosa might be a good fit for 97.5 if KFNC bombs. The signal is pretty good in Houston's heavily Hispanic east side. And Liberman might consider it for one of its stations as well--the satellite delivered format would make sense on a rimshot that can't compete on an even playing field with the Missouri City sticks.

I don't see CC dumping a current FM format for Preciosa. Mega was long expected and not a great surprise, but there have been no rumblings of a second Hispanic format for their cluster here.
 
> "La Preciosa" could be a possibility for a relaunch of KROI,
> should Radio One decide "La Mera Mera" is dead meat---but I
> have the feeling that they wouldn't do any better with it
> (I'm still plugging for Urban Gospel on 92.1.) RO will
> probably stick with LMM for at least another nine months to
> see if there's any more growth.
>
> Preciosa might be a good fit for 97.5 if KFNC bombs. The
> signal is pretty good in Houston's heavily Hispanic east
> side. And Liberman might consider it for one of its
> stations as well--the satellite delivered format would make
> sense on a rimshot that can't compete on an even playing
> field with the Missouri City sticks.
>
> I don't see CC dumping a current FM format for Preciosa.
> Mega was long expected and not a great surprise, but there
> have been no rumblings of a second Hispanic format for their
> cluster here.
>

I thought that "La Preciosa" was a CC brand (although I could be wrong). La Mera Mera and La Preciosa would esentially target the same demos and we all know how well KROI is doing.


> Mega was long expected and not a great surprise

WHOA!! Where the heck did that come from? Did it only take 9 months for the shock to wear off?? From what I remember, both in Houston and nationwide, it was a more than a "great suprise" that CC flipped a Rock station with 34 years of hertiage.
 
Programmers make mistakes all the time. This is another one, just like the Mega bomb they laid on Houston.
 
I thought for it to be a mistake, the new station would have to be a failure.
MEGA is doing well, no?

> Programmers make mistakes all the time. This is another
> one, just like the Mega bomb they laid on Houston.
>
 
> I thought for it to be a mistake, the new station would have
> to be a failure.
> MEGA is doing well, no?
>
> > Programmers make mistakes all the time. This is another
> > one, just like the Mega bomb they laid on Houston.
> >
>

No what i'm surprised about is the turnaround on 97.1 from Rock to A/c to spanish in what a year and a half?

I think someone had said that the spanish market was starting to get saturated in Houston. What needs to happen is to consentrate on the english language stations and start making them sound good again.

And on the flips for money issue... It was reported on CBS news (who actually did an article on the jacking of WCBS) that it's supposed to bring new listeners but national forcast are already having jack starting to trend down... Why flip a heritage station that I beleive had ratings for something that apparently is loosing them?

My opinion though
RFLA
 
> KEGL in Dallas flips to "La Preciosa" Thursday morning. Is
> Houston a candidate for a "La Preciosa" format? On the
> surface, it seems like a good cluster strategy to pair an
> older skewing format "La Preciosa" with the Hurban format on
> Mega.

The average age of Preciosa in other markets is 34. The average age of Mega is 27. Preciosa's largest cell is 25-34.

> How would "La Preciosa" fare in Houston and do any of
> the Univision or Lieberman stations mirror a "La Preciosa"
> format?

Not in Houston. The original preciosa like format is KRCD in LA, which predates Preciosa by 3 years.
 
>
> I thought that "La Preciosa" was a CC brand (although I
> could be wrong). La Mera Mera and La Preciosa would
> esentially target the same demos and we all know how well
> KROI is doing.

Preciosa is a name for a broad adult hit station, spanning 30 years or more of music. Mera Mera is significantly current based. There is no similarity.
 
> Programmers make mistakes all the time. This is another
> one, just like the Mega bomb they laid on Houston.
>

Bomb? That is one of th emost successsful launches of the year anywhere in the US>
 
> > I thought for it to be a mistake, the new station would
> have
> > to be a failure.
> > MEGA is doing well, no?
> >
> > > Programmers make mistakes all the time. This is another
>
> > > one, just like the Mega bomb they laid on Houston.
> > >
> >
>
> No what i'm surprised about is the turnaround on 97.1 from
> Rock to A/c to spanish in what a year and a half?
>
> I think someone had said that the spanish market was
> starting to get saturated in Houston. What needs to happen
> is to consentrate on the english language stations and start
> making them sound good again.
>
> And on the flips for money issue... It was reported on CBS
> news (who actually did an article on the jacking of WCBS)
> that it's supposed to bring new listeners but national
> forcast are already having jack starting to trend down...
> Why flip a heritage station that I beleive had ratings for
> something that apparently is loosing them?
>
> My opinion though
> RFLA
>

I think that Univision might give the La Preciosa style programming a chance on K-Love 106.5. A station that in the meaningless ratings had been a top ten station for some time until about six months ago and is now tied for 17th place. KOVE-FM has a good metro signal and the format might do well on K-Love.

Univision has had a bit of a tough go of it lately. The morning show fiasco on KLTN and the fact that Estereo Latino has fallen out of their long run in 1st place overall in the useless ratings for 12+ to fourth place, although the morning show has remained in first place in Houston. The latest financial statement that was delivered by Univision was less than stellar, but then those numbers are most likely the same as 12+ ratings and really don't mean anything. I can't see any company giving out financial information that is going to help their competitors in anyway. I'm not sure where KLTN's listeners have gone. It is not La Mera Mera, in the funny ratings KLTN has lost more people in the last two years than KROI has listeners. It doesn't seem placement of diaries as seven stations have gone up and four have dropped.

Univision seems to have lost some of it's clear command in the Hispanic market this year. I guess that LBI is going up just enough to erode some numbers and La Mera Mera is the spoiler in the pot.

It's too bad that the numbers posted every month for the general public are cow flop, there is a bright spot in there that you rarely see anymore. KRTX Univision's suburban AM station with Tejano has been in the last two trends and made the Spring Book. True by a slim margin, but for an AM station in suburbia to make the ratings is not something you see in Houston and the staff of the station deserve at least a mention of a job well done.

Mega has done a number on Univision's Party 104.9 which has dropped significantly and hasn't stopped yet. It also has knocked Libermans' KQQK-KIOX duo to less than half the numbers they had just six months ago. Hate them or despise them, you have to give The Evil Empire credit for Mega 101, it has been the biggest success story in Houston radio in a long time.

Mike O
 
> >
> If "La Preciosa" is on the drawing board for Houston would
> it end up on 93.7 or 96.5?
>
> Not likely going to happen on either one.
 
> Mega has done a number on Univision's Party 104.9 which has
> dropped significantly and hasn't stopped yet. It also has
> knocked Libermans' KQQK-KIOX duo to less than half the
> numbers they had just six months ago. Hate them or despise
> them, you have to give The Evil Empire credit for Mega 101,
> it has been the biggest success story in Houston radio in a
> long time.
>
> Mike O
>

I am waiting for the next iteration, which will be called, "la mierda".
 
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