Border Media Flips KRIO/San Antonio To "El Compa"
July 31, 2009: Border Media flips Spanish Pop KRIO-FM (Digital) in San Antonio to a Regional Mexican format as "El Compa." The new format is targeted at men 18-49, joining clustermates KSAH-AM which plays traditional norteno and ranchero music and targets adults 25-54, and KLEY-FM, with norteno lite and grupero music targeting women 18-49. Alfonso Flores, who programs KSAH and KLEY, adds PD duties at the new El Compa.
"The Regional Mexican format is exploding because of the amount of variety within the format, and therefore you can actually create a spectrum of formats based on the demographics you’re trying to reach, from traditional, to the young and hip, to the family-oriented people," said Border Media VP/Spanish Programming Jose Santos. "What we are essentially offering with all of our radio stations is the ability to reach the entire Regional Mexican lifestyle spectrum. The vast variety of music from Regional Mexican music is instrumental in the creation of this station. The music is embraced by San Antonio Hispanics."
Border Media/San Antonio VP/Market Manager Lance Hawkins said, "Border Media is deeply committed to serving our audiences and advertisers, and with the addition of El Compa we will continue to fulfill that mission. El Compa is a music-intensive format, which will be locally programmed in San Antonio. We believe this format will be a successful brand based on what our listeners have told us. We are pleased to be able to offer this new station to San Antonio Hispanic radio listeners."
Add a Comment
