SBS Entertainment has flipped its regional Mexican station in Miami-La Raza 106.3 FM-to a tropical format geared toward Colombian listeners and fans of Colombian music. The new WRAZ-Cima programs mostly cumbia and vallenato, eminently Colombian genres that have gained increasing popularity among Latin listeners and that appeal to a growing Colombian community in South Florida.
SBS had launched La Raza in January 2008 as Miami's first regional Mexican station in response to a growing Mexican and Mexican-origin population in South Florida. However, a July 2010 Nielsen report of the country of origin of its People Meter Sample in the Miami-Fort Lauderdale area shows that listeners of Colombian origin outnumbered all other countries of origin except Cuba. In the report, cited by SBS, listeners of Cuban origin represented 46.6% of Nielsen's sample, while Colombians followed with 12.9%. In third place were Puerto Ricans with 9.1%. Listeners of Mexican origin are not shown in the report.
"The change reflects our desire to fill the musical void that exists in the Colombian community," Jesus Sals, executive VP of programming for SBS, said. "We're building a cultural and musical bridge between different Colombian regions and the Colombian community in South Florida."
WRAZ is currently not shown as monitored by Arbitron in its radio ranker page.