Super Tejano 1320 KXYZ

[purpledevil]

Yes, mrtejano. This one's for you...

At an 11:00pm check, 1320 is playing puro Tejanos. There's a DJ, & even the lady paying for the time on KXYZ. Still going as of this writing, at 10 past midnight. You might want to check it out next Friday night. They've been playing some great classics. Really make you realize what we miss by not having 980 KRTX anymore.

Sure do wish Univision had held on to that one...or at least had moved it to 1010.

Edit to add: "DJ Johnny Boy" is the name of the guy mixing. He's started mixing in some English hits as well. Currently playing Play That Funky Music White Boy @ 12:45am.

Further edit: Interesting, they are live and taking listeners calls, and telling listeners to spread the word as they have signed up several advertisers for the show in anticipation of launching full-time 24/7 on KXYZ.
Sure hope they can make a go of it. Would be outstanding to have Tejano back in Houston, and some much deserved relevance restored to the legendary KXYZ.

 

[Mediafrog+]

They would have to bump a number of Asian language programmers to place Tejano full time on 1320. I have the feeling this is more wishful thinking than an actual broadcast plan.

 

[mrtejano]

That's the problem with Tejano, they want to play old Classics and none of the new music.

 

[purpledevil]

They would have to bump a number of Asian language programmers to place Tejano full time on 1320. I have the feeling this is more wishful thinking than an actual broadcast plan.

Agreed that it may be, but as always...money talks. Here's hoping they come up with enough to kick the brokered stuff to the curb.

 

[b-turner]

I was going to say something along the lines of what Mediafrog said. Whatever contracts are in place will stay through their terms. Nobody with a contract, has a history with the station and pays for their time is getting bumped for a new account that is buying time the station has a hard time selling. I only know rates at a couple of stations running 24/7. One charged about 20% of the daytime rates after 10 pm and was lucky to get it. The other station sold to a guy that pastored a Church and manned the station live from 9 pm to 6 am and paid $100 a night. Their daytime hourly rate was about 25 times that per hour...even their 60 second spots were many times what the hourly charge was for the pastor buying the overnights. Even if you have a decent signal, it is hard to sell.

So, they might be hopeful of leasing all the hours and they might but not anytime soon. I did have a client that agreed to buy every hour that came up for sale. In a couple of years he had a good chunk of the broadcast day but there was no way we were going to cancel long standing good clients that had a history with us so he could buy the whole broadcast day. I found selling clients that buy time for their shows, their dreams tend to exceed their bank account. They might have the cash to pay the month now but that is no guarantee they will be able to do so next month. The way you protect the station revenue stream is by having multiple accounts so when somebody doesn't make it, you're not in dire straits.

Quite frankly, it is only the station that suffers when someone goes under. The client says 'sue me, I'm broke' and the station is trying to figure out how to pay the bills and wonders how long until they find a replacement. The difference between time brokered radio and one that sells commercials doing a format is the salespeople can always sell another client some commercials and almost every business is a potential client. The time brokered station must wait for a potential client to contact you. You cannot canvas the area like you would do selling commercials because you have no clue who would buy.

And the dirty secret is most that try to buy time aren't qualified or they think you'll give them time free for all the listeners they say they'll get for your station. Time brokered stations are not concerned with how many listen but selling out their broadcast day, make their money and be affordable enough for a time broker client to pull a tidy profit as well. Think of the station like you would as an owner of a strip center at a busy intersection. You want to lease all the space and could care less how many customers the business that leases the space gets so long as they can pay the monthly rent.

The Tejano Show, which I'm glad to see is back, is a brokered time buyer too, just like the others on the station. While not music of my heritage, I was in markets that were 75 to 90+% Hispanic when Tejano became 'hot' and I was well immersed. I just liked the music, the on air presentation and thought highly of those musicians I met. They need to take it slow and easy and build up a good operation before taking a 'go for broke' gamble. In radio we only present our best ideas and we are the only cheerleader for it. Nobody shares our opinion on how great it is. That's how we get in trouble. Be honest. If you did a show on a station that you controlled, it was the best thing on radio, in your mind, right? Yet it is but a memory now. I needn't explain why that is.

I'm wishing them huge success and hope they can develop the successful plan to go 24/7 if not on 1320, somewhere on the dial. I'd set a button for sure.