A Telling Series Of Format Changes
Written Oct. 14, 2008 by Sean Ross in Content + Terrestrial Radio with 1 Comment
If one of the signs of the "next hot format" is that broadcasters race each other to put it on within a market, then this should definitely be brought to your attention. Late last month, BMP Radio and Univision both launched Latin CHR stations in Austin, Texas, within days of each other. BMP blew up the second rhythmic format on KXBT (the Beat) to simulcast KXXS (Digital 92.5), giving it more of a ful-market signal. Univision replaced "Recuerdo," the Spanish-language Oldies format on KINV, with KHZS (107.7 Hitz FM).
In doing so, Austin joined several other Texas markets with CHR battles, including McAllen/Brownsville (BMP vs. Entravision), San Antonio (BMP vs. Univision), and the Univision vs. Clear Channel battle in Houston, where the PPM success of KLOL (Mega 101) shoved Latin CHR into the spotlight.
While the format always had its early champions, including Entravision's "Super Estrella" KSSE Los Angeles, and consultant Bob Perry, who helped develop the Mexican CHR brand "Digital" there and in the U.S., it was regarded for years as a niche: first a victim of the perception that younger Hispanics wanted only the English language hits, then upstaged by the explosion in Reggaeton, which proved that to not be the case. It was only when Reggaeton cooled off that stations like KLOL began to fill the void with poppier artists. And even 18 months ago, the suggestion that there might be a Latin CHR hole in a market often ran up against the buzzsaw questions of format innovation: "Is there really enough music?" and "Who else is doing it?"
Latin CHR was also hamstrung for years by a tendency to default to the most adult possible music in the category: the ballads that could as easily be on a Spanish AC. The texture still isn't blisteringly young sounding; (then again, neither is Radio Disney). But a discernable difference has become noticeable over the years, particularly as the '80s synth flavors of Latin pop (which have existed since, well, the '80s and never really gone away) find more of a foothold. The U.S. Digital stations don't stream, but the Univision stations and KLOL are worth hearing.
Reader Comments
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I wonder what would happen if a major-market FM radio station flipped to a format of contemporary Spanish-language music but with DJ commentary, commercials, newscasts and weather reports all in English?
I think it would really take off even among those whose primary language is English.
I think that could be the next big trend in the industry.