> They been saying for a while that San Antonio is getting a
> new Tejano station but the lastest rumor going threw the
> clubs is that Clear Channels Mix 96.1 has plans to switch to
> the Tejano format to give Univision's KXTN 107.5 competition
> and a couple clear channel stations have been flipping to
> the Latin Formats.., Anyone know anything.
>
From my perspective, I really don't see Clear Channel or any
broadcasting group for that matter investing their money on
a Tejano radio format in San Antonio. Here's why:
1. Very little significant product issued by labels. There
is only a handful of Tejano artists with major label deals such
as Bobby Pulido, Jennifer Peña and Kumbia Kings for instance.
The rest is handled by indies who don't have much promotional pull such
as Freddie, Baby Dude, DLG, South Central Musica and Urbana Records.
Some of the Tejano stations have even resorted to inserting Norteño
music into their programming mix probably to the shurgrin of many
Tejano hardliners.
2. A forgotten format by the trades. Some of the trades no longer
monitor, acknowledge, or track Tejano. Radio and Records dropped it's
top 20 coverage of Tejano
last year or two years ago(don't exactly remember when). Mediaguide
only monitors 7 Tejano stations in the country.
3. KXTN is the Starbucks of Tejano. KXTN is steeped in brand loyalty.
For any new competitor interested in taking on the Tejano format in
San Antonio, they would probably have to spend lots of marketing dollars
on convincing listeners to switch brands. I find it hard to believe
this would happen with a format that has little growth. KXTN is king and
will remain that way.