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New SS format at WXKS (AM) 1430

D

DanStrassberg

Rumba seems to be surviving at Clear Channel's WKOX (AM) 1200, but formerly // WXKS (AM) 1430 appears to have undergone a format flip. Not a language change--as far as I can tell, everything is still en Espanol. Of course, I neither understand spoken Spanish, nor read Spanish, and I certainly don't speak it, so I'd advise anyone interested enough to listen and draw their own conclusions. It sounds to me as if the name of the new format is either Musica Mia or just Mia. And it sounds a lot mellower than the uptempo Rumba on 1200. Remember when Hispanic broadcaster Mega Communications owned both 890 and 1150 five or more years ago? I guess 1200's Rumba is kind of analogous to 1150's La Mega, whereas 1430's Mia is sort of like 890's Romantica.

I don't believe that Rumba is satellite delivered, although I don't know that for sure. I have no idea whether Mia comes down from the bird or not. If somebody knows or can figure it out by listening, I'd sure appreciate being clued in. I gather that 1430 is aiming for a more female and slightly older audience than the more up-tempo 1200. Are both aiming for Carribean Hispanics? Mexicans? South Americans? Somebody must be able to figure it out. Or maybe somebody who is reading this actually knows. And is Mia produced by CCU or is it brokered time like so much of the Spanish programming on other Boston AMs? My understanding is that Rumba is NOT brokered.
 
I'm not sure if these CC formats are technically satellite delivered, but they're definitely not live and local either. My guess would be that what you hear on Mia 1430 would probably be what you hear on Mia 92.1 in West Palm Beach, and any others they might have. It's probably more of this "Premium Choice" crap that they're running on WWBB in Providence, and even the number 1 station in Boston, Kiss 108, after 10 PM. I think most of the "premium choice" stuff is just generic voicetracking, mentioning nothing about any individual stations/cities.
 
Best I can tell, the "Premium Choice" programs are set up a lot like OHP used to be, with occasional "MAGIC CALLS" inserted to make it appear local, however... they are trying to time out to KIIS-FM in LA when JoJo is on at night, and it usually fails. Miserably. With the jock talking ALL over the intro of a song.

Pretty sad, they just moved in to brand new studios a couple of years ago, and no one to sit in the million dollar studio.

Meanwhile, you still have a few LIVE, LOCAL stations (mostly owned by very small companies, or single people) nearly 24/7 using inferior, older equipment... sure it's in a smaller market. But hey! If you're going to be LIVE all day... you should get to have the toys!! Too bad it don't work that way, huh?
 
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