New Spanish station at 105.3 FM

[itburnswhenipee]

Rick Rose,

Please explain how the new 105.3 Spanish station is different than La Viva.

What would be the proper analogy? Would La Viva be equivalent to 94.9 targeting older females, and 105.3 be equivalent to Q100 targeting younger females? Would it be akin to comparing Project 96.1 (younger male) to 97.1 (older male)?

Thanks for the explanation.
???









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

 

[davideduardo]

Rick Rose,

Please explain how the new 105.3 Spanish station is different than La Viva.

It is a different format. They play a different playlist. The imaging is different. As was first said at the 1982 NAB in Dallas, "Spanish is a language, not a format."

What would be the proper analogy? Would La Viva be equivalent to 94.9 targeting older females, and 105.3 be equivalent to Q100 targeting younger females? Would it be akin to comparing Project 96.1 (younger male) to 97.1 (older male)?

Viva targets 18-34 and El Patrón targets 25-44. Each is a different lifestyle group, also. Viva wll do better in women, El Patrón better in men.

 

[livingfruitvirus]

So now, the whole FM Clear Channel cluster has completely changed since 2002.

Mix 105.7 -> Cool 105.7 -> Viva 105.7
Peach 94.9 -> 94.9 Lite FM
96 Rock -> Project 9-6-1
96.7 The Buzz -> Viva 105.7 simulcast
80s to the Max -> Real Radio 105.3 -> Viva 105.3 -> 105.3 The Buzz -> 105.3 El Patron

 

[lilburncommunityradio]

Just what we needed ! Another Hispanic Station... Brilliant Move.
I predict that unless someone speaks up, that we will have (ONE)
local fm Freq for English, and NONE for AM ! Didnt know that Tijuana
is here in ATLANTA. Geez Clear Channel thought you could have been
more creative than this!

 

[davideduardo]

Just what we needed ! Another Hispanic Station... Brilliant Move.
I predict that unless someone speaks up, that we will have (ONE)
local fm Freq for English, and NONE for AM ! Didnt know that Tijuana
is here in ATLANTA. Geez Clear Channel thought you could have been
more creative than this!

Formats exist because there is someone to listen to each. When nobody listens they change. I suspect several of the AMs will change from Spanish language formats to something else, likely religion or whatever very marginal AMs do these days.

For the moment, Clear seems to think that there are more listeners available for two Spanish langauge FMs in different formats than there might be for the more fragmented general market arena.

"Speaking up" will not help. Getting ratings or not is the deciding factor. "Speaking up" against Spanish speaking Hispanics having their own options with their own music is fairly racist, as you are essentially saying, "I have more rights than you do."

 

[alex32347]

Just what we needed ! Another Hispanic Station... Brilliant Move.
I predict that unless someone speaks up, that we will have (ONE)
local fm Freq for English, and NONE for AM ! Didnt know that Tijuana
is here in ATLANTA. Geez Clear Channel thought you could have been
more creative than this!

Formats exist because there is someone to listen to each. When nobody listens they change. I suspect several of the AMs will change from Spanish language formats to something else, likely religion or whatever very marginal AMs do these days.

For the moment, Clear seems to think that there are more listeners available for two Spanish langauge FMs in different formats than there might be for the more fragmented general market arena.

"Speaking up" will not help. Getting ratings or not is the deciding factor. "Speaking up" against Spanish speaking Hispanics having their own options with their own music is fairly racist, as you are essentially saying, "I have more rights than you do."

Brilliant! I'm with you David...!

 

[itburnswhenipee]

It would be very nice if people left the racial (and racist) comments off this website.

Personally, I could never listen to 105.3 La Patron, could never understand it, and would not be a fan. However, I recognize radio is a business, and these are business decisions which have nothing to do with race.

If 105.3 FM had been pulling in a 12 share, and billing $30 million per year, you would not see Clear Channel change it to a Spanish station.

Ask yourself this: Is Cox Radio going to change WSB AM to Spanish, because the Latinos are "taking over" and Caucasians are "not speaking up"?

 

[WhatDoIKnow]

"Speaking up" will not help. Getting ratings or not is the deciding factor. "Speaking up" against Spanish speaking Hispanics having their own options with their own music is fairly racist, as you are essentially saying, "I have more rights than you do."

David:

Many of the folks in the Hispanic/Mexican community are illegal and have no intention on learning English or following the requirements to become citizens of our country. The problem is not Spanish lyrics, but the fact that all announcing, commercials and other communication is in Spanish precluding these new comers to our country from learning English and assimilating into our society, learning our language, and becoming part of our culture.

Unfortunately, there are many in the Hispanic community that are here to stay regardless of their legal status and are intent on becoming a Spanish speaking sub-culture taking advantage of our laws with no interest in becoming legal citizens. This is a departure form previous waves of immigrants to our country and unchecked threaten the future of our country. Granted, there are some major businesses in this country that are not helping matters!

Feeling superior to another ethnic group is racism; being concerned about the infiltration and dominance if illegal aliens in our country is just being American . . .

 

[davideduardo]

Many of the folks in the Hispanic/Mexican community are illegal and have no intention on learning English or following the requirements to become citizens of our country.

There is a percentage of Hispanics that is illegal, as there is a percentage of Asians or Europeans who are immigrants. Of course, an illegal immigrant can not become a citizen, even if they wanted to. Only a legal resident can. But the US born children of these people (and less than 15% of US Hispanics are illegal) are legal, and they are citizens. Many of the parents manage to become legal, and many become citizens.

Learning English is a bit more difficult. Adults have a hard time learning a new language, as the ability to learn languages declines once a child enters adolesence. This was the same for the Germans, the gaelic-speaking Irish, the Italians, the Poles, etc. The first generation learns just enough to get by, and is never bilingual, but the second generation is. It's always been this way.

The problem is not Spanish lyrics, but the fact that all announcing, commercials and other communication is in Spanish precluding these new comers to our country from learning English and assimilating into our society, learning our language, and becoming part of our culture.

Listening to music you like does not change the fact that few foreign born people who come to the US when adults ever become proficient in English. And music taste is also acquired early, although not as early as language. An adult will not listen to English langauge music as it has, generally, no appeal to them.

Unfortunately, there are many in the Hispanic community that are here to stay regardless of their legal status and are intent on becoming a Spanish speaking sub-culture taking advantage of our laws with no interest in becoming legal citizens. This is a departure form previous waves of immigrants to our country and unchecked threaten the future of our country. Granted, there are some major businesses in this country that are not helping matters!

There is not a lot different than when other groups came. The Puerto Ricans went to the Northeast, especially New York, in the late 40's and 50's and into the 60's. The first generation spoke little English. We are now in the third generation, which speaks nearly no Spanish. As I said, this happened with all the major immigrant groups that did not know English. Hek, New York had two Italian stations well into the 50's!

Feeling superior to another ethnic group is racism; being concerned about the infiltration and dominance if illegal aliens in our country is just being American . . .

Actually, what you describe is a false fear, and can be proven time and again in our history as a nation to not be as you say.

 

[sfradio]

I whould say that this new format might beat viva in the ratings

 

[mimo]

Another fact that David had not mentioned is that english is one of the most DIFFICULT languages to learn. The grammar is essentially backwards to most other languages. The sound-alike words that are spelled differently "they're", "there", "their" etc. If you honestly expect a foreigner to learn a language quickly, it won't happen. Even a college aged student who comes here to learn english generally takes about 3 years or so to learn it well. They may be able to get by in a year, but they won't speak it properly for at least 3. How many americans speak proper english.....not that many. Atlanta has a huge market of hispanics. Why not let them have a station that speaks to them in their language, and is of interest to them, culturally. It's hard enough moving to a new country, especially with such different fo0d and customs. A radio station in Spanish just makes them feel more welcome. Also there are people who speak english as their first language who do enjoy the different styles of music in Spanish, and also use these stations as a way to keep their language skills up. The market will decide how many Spanish speaking radio stations it can support.

 

[pablito305]

This is my first post to the board, being of Cuban descent, I can say there is a big difference between Viva 105.7 and El Patrón 105.3. As Viva has artist from all of Latin America and Spain, Patron has predominately artist from various areas of Mexico. I just listened for a while and being a Spanish speaking person, some words used in the songs of El Patrón are unknown to me. Lol As a side note, with the language on the pre-launch of the new format, I thought they might have a Haitian and Caribbean themed format.

 

[RandomGuy6]

They would have been better off just turning it off.

That's exactly what everyone who anxiously awaited the 9:00 flip did as soon as they heard the new format.

 

[carolinaradio]

So where does this leave the countless Spanish AMs all across the dial? With 96.7, 105.7, and now 105.3 playing Spanish some of those little AMs probably won't be able to make it. Some could shift to Spanish talk, maybe. Any thoughts?

 

[caller10]

maybe one Spanish AM will flip to Air America!

So where does this leave the countless Spanish AMs all across the dial? With 96.7, 105.7, and now 105.3 playing Spanish some of those little AMs probably won't be able to make it. Some could shift to Spanish talk, maybe. Any thoughts?

 

[atlantachristmas]

No not Another Spanish Station Playing Stupid Crappy Music!! I wanted my 80'S Station Back 105.3 WMAX!
Im Hispanic not From Mexico But I hate that Regional Mexican It soounds so Bad and Crappy!

 

[davideduardo]

maybe one Spanish AM will flip to Air America!

If AA survives beyond Friday...

 

[davideduardo]

So where does this leave the countless Spanish AMs all across the dial? With 96.7, 105.7, and now 105.3 playing Spanish some of those little AMs probably won't be able to make it. Some could shift to Spanish talk, maybe. Any thoughts?

Some will not make it, as their formats are duplicated on FM, and most music formats are not viable on AM except as a last resort.

Talk is probably not viable, and there is not enough syndicated product to do it well.

 

[lilburncommunityradio]

[They would have been better off just turning it off.

That's exactly what everyone who anxiously awaited the 9:00 flip did as soon as they heard the new format.


Easy now, there are some on this board who would take serious offense to that. Of course me and several others of course dont. As listed previous someone said Hey why not another station to make them feel welcome. Sorry I think that those who break the laws of our country and come across the border without the proper paperwork and trying to keep our laws should not feel welcomed, but our law officers should send them home, or at least imprison them. I have no warm and fuzzies over this problem. If your offended , sorry but the truth is the truth...

 

[RandomGuy6]

Having spent an appreciable amount of time living and working in and around Miami-Dade Country (NOT a typo), I'm beginning to feel that world creep up from SoFla.

My question is: What makes Clear Channel qualified to run and dictate what the Spanish-speaking public listens to? Aren't they having enough trouble with their English-language stations?

Or, is this one last attempt before the buyout for Clear Channel to squash a few more small stations before the light is turned off.