Out of "The Box" Mexican Stations

[oldjohnny]

I am aware that Mexico City had English stations in the past, but I've noticed there are still a couple of stations using English liners. One example is D-99 (XHJD) in Monterrey, NL. I was listening for a couple of hours and it seems that over the years, the went from rythmic to Top 40/Rock. I find it hard to see this type of station attractive to advertisers. I know that today, more Mexican schools are making English as part of many students' Curriculum, but I still find it hard to see advertisers buying spaces on this station. I also heard a couple of programs on the chain RMX of Imagen in Torreon and Queretaro.

Now, can anyone please explain to me, what makes these stations successful, if at all.

 

[davideduardo]

I am aware that Mexico City had English stations in the past, but I've noticed there are still a couple of stations using English liners. One example is D-99 (XHJD) in Monterrey, NL. I was listening for a couple of hours and it seems that over the years, the went from rythmic to Top 40/Rock. I find it hard to see this type of station attractive to advertisers. I know that today, more Mexican schools are making English as part of many students' Curriculum, but I still find it hard to see advertisers buying spaces on this station. I also heard a couple of programs on the chain RMX of Imagen in Torreon and Queretaro.

Now, can anyone please explain to me, what makes these stations successful, if at all.

In the last Arbitron for Monterrey, D-99 was #3 in 18-34 in Socioeconomic levels ABC+. Since most revenue is generated by appealing to upper and middle income, and not C-, D and E, this station will be among the top billers in the market.

Stations playing English music with Spanish commercials are very, very common in Latin America, and have no relationship with the ability to speak English. Simply, English language pop, AC and rock is extremely popular from Argentina to Mexico. At one time that I was programming in Lima, Perú, of about 25 FMs, 17 played all or mostly English music... and very, very few people in Perú speak English.

On the other hand, stations doing formats that appeal to lower income listeners bill vastly less, even if they have higher shares in total listeners, because so much advertising is placed in Latin America based on income, not age.

 

[oldjohnny]

I am aware that Mexico City had English stations in the past, but I've noticed there are still a couple of stations using English liners. One example is D-99 (XHJD) in Monterrey, NL. I was listening for a couple of hours and it seems that over the years, the went from rythmic to Top 40/Rock. I find it hard to see this type of station attractive to advertisers. I know that today, more Mexican schools are making English as part of many students' Curriculum, but I still find it hard to see advertisers buying spaces on this station. I also heard a couple of programs on the chain RMX of Imagen in Torreon and Queretaro.

Now, can anyone please explain to me, what makes these stations successful, if at all.

In the last Arbitron for Monterrey, D-99 was #3 in 18-34 in Socioeconomic levels ABC+. Since most revenue is generated by appealing to upper and middle income, and not C-, D and E, this station will be among the top billers in the market.

Stations playing English music with Spanish commercials are very, very common in Latin America, and have no relationship with the ability to speak English. Simply, English language pop, AC and rock is extremely popular from Argentina to Mexico. At one time that I was programming in Lima, Perú, of about 25 FMs, 17 played all or mostly English music... and very, very few people in Perú speak English.

On the other hand, stations doing formats that appeal to lower income listeners bill vastly less, even if they have higher shares in total listeners, because so much advertising is placed in Latin America based on income, not age.

It's not the English music that they play, it is the English liners that scratch my head. I know many stations play english top 40 in Mexico (one example is MVS' Exa every now and then), but do these liners affect the outcome of listening or do they help it. It is a weird method, but I just don't understand how these liners are accepted. Personally, I wouldn't do it.

I believe Multimedios has another one of these "D" stations, but it is currently running spanish liners. So, why put them in Monterrey? Is it more economically advanced (meaning more foreign residents) or are there really enough people that understand english to put up with these liners?

 

[fredcantu]

The English liners in Mexico are a programming choice, a gimmick.
Likewise Top 40s and Urban stations in Hispanic heavy markets in the US will use occasional Spanish liners.
You can't read too much into it.

 

[mimo]

In the mid 90's, XEWA 540 from San Luis Potosi even had an english station ID that would run at 15 minutes past or to the hour. This was probably for the benefit of listners in the United States, as it included the phrase "All the way from San Luis Potosi with repetition in Monterrey, New Lion, Mexico" It always made me laugh to call the state of Nuevo Leon by it's english translation. I don't think this is anything new. Even 580 XEMU'S ID in the 90's was completely bilingual, with it being a border station and they gave an address in Mexico during the spanish portion of the ID and a Texas address for the english portion.

On a side note..I still miss XEWA'S ID from '92-93 that played "Smells Like Teen Spirit" in the background. Out of place for the sound of the station, but still a lot of fun. They used english music for background for commercials and promos quite a bit at the time...including Depeche Mode's "Policy Of Truth" for a contest they were running.

 

[davideduardo]

It's not the English music that they play, it is the English liners that scratch my head. I know many stations play english top 40 in Mexico (one example is MVS' Exa every now and then), but do these liners affect the outcome of listening or do they help it. It is a weird method, but I just don't understand how these liners are accepted. Personally, I wouldn't do it.

I believe Multimedios has another one of these "D" stations, but it is currently running spanish liners. So, why put them in Monterrey? Is it more economically advanced (meaning more foreign residents) or are there really enough people that understand english to put up with these liners?

It's all about "esnobísmo" or snobbery. I have heard plenty of stations that play English music and have liners or phrases in English, sometimes not even gramatically correct. It makes the station seem higher class. Nobody expects the phrases to even be understood.

I called oldies on a Top 40 in Ecuador "Flashbacks" because we wanted an exclusive phrase. Nobody knew what a flashback was, but we defined it for radio there.

 

[DannyGL]

I was at D-99 in May of 2006 and It's a pretty busy station, the building is much bigger that what I thought and I guess the cool thing was they its not only live on the radio but it's a TV Music Channel.

Another thing about Monterrey, It's just like another Los Angeles. Their live style is very American like.

 

[fredcantu]

I was recently treated to a tour of D-99's parent, Multimedios. In Monterrey alone they operate 16 radio stations, a TV station that produces 100% of its programming and 2 cable TV music channels. They also own the cable company, billboards, pagers, movie theaters and a daily newspaper. They are quite the conglomerate. You pretty much don't get the word out in Monterrey without dealing with them.