Jack attack has hit Spanish language radio. Entravision Communications has launched the first Spanish-language “play what we want” radio format on five of its radio stations. “Jose: Toca lo que Quiere” debuted Thursday (Oct. 20) in Sacramento (KRCX-FM), Modesto (KCVR-FM), Stockton (KCVR-AM), Albuquerque (KRZY-AM) and Denver (KMXA-AM).
Like its Anglo counterpart, Jose targets Hispanic adults 25-54 with a mix of Spanish-language adult contemporary hits from the late 70s to today featuring artists such as Los Bukis, Juan Gabriel, Los Yonics, Rocio Durcal, Los Tigres del Norte, Vicente Fernandez, Los Angeles Negros, Mijares, and Alejandro Fernandez.
Jose is the latest new Hispanic radio format signifying a growing and maturing Hispanic radio marketplace, a far cry from a few years ago when Hispanic radio targeted first generation Hispanics with a limited number of formats.
“In just five short years, I’ve seen the Spanish-language radio marketplace change dramatically,” said Jeff Liberman, president of Entravision radio, which pioneered the first Spanish-language pop format in the U.S., Super Estrella.
