Univision Names Randy Falco President and CEO
Univision Names Randy Falco President and CEO

Following the flip of SBS-owned WRMA (Romance) in Miami from Latin pop to a bilingual, CHR format, today Univision radio flipped formats at three of its stations in Dallas.

Most jarring was the switch of oldies station KESS (Recuerdo 107.9) to a 100% English-language Top 40, now called H20 Radio. The "H20" name is also being used by Univision to brand two live music summer festivals that will feature both Laitn and non-Latin acts. The new H20 107.9 FM bears the slogan "We speak music," and its website (radioh20dallas.univision.com) is completely in English as are all its announcements and presentations. More telling, the list of top 10 tracks on the station website features a single Latin act-Pitbull-with "Back In Time," signaling the station is not aiming for a "Latin" personality but instead aims to compete with other Top 40 stations in the market.

Latin Conference: Univision's Jose Valle Says Latin Artists Need To Push Into Mainstream Radio Market

In turn, KFZO (La Jefa) dropped its regional Mexican format for Spanish adult contemporary under the moniker "Máxima 99.1" (maximadallas.univision.com). As for La Jefa, the format now airs on sister station KDXX (107.1) which previously simulcast Recuerdo. The new La Jefa home is heard primarily in Fort Worth.

In going all-English, H20 joins three other Univision stations that are all English: The Beat (98.5 FM) in San Antonio and KISS 97.3 FM and Coyote (102.5 FM) Albuquerque.

Questions? Comments? Let us know: @billboardbiz

Print