Posted by JA on August 11, 2009 at 10:40:21:
Why do Clear Channel and Univision go head to head with a format that didn't work well in the past?
Viva 103.1 was probably the most successful. When Univision took over in 2003 they started throwing on English songs randomly, sometimes 2 in a row.
Then came La Kalle in 2005 which obviously didn't work well enough to keep it going so here we are back to Spanish CHR "Mi Musica" on 106.7 throwing on the occational Lady Gaga
Onda 92 came in 2003 as well and was gone by 2004. Their format was the same thing as what we got on 106.7 and 95.5. Spanish CHR with English tracks thrown in at random.
106.7 and 95.5 don't have impressive ratings like WOJO, WLEY and the previous WPPN have managed to acheve. So why do they do this?
And Clear Channel is the more interesting one they target 103.5 more tords the latino audience instead of the suburban white audience and they have a Spanish CHR now. Well they use the same voice guy on 2 stations why not target the same demo
Most young Latinos speak English as well as Spanish because they are taught English early on in school while the older Hispanic population often speak no English at all so they rely on Spanish language radio for that reason. And stations like B96 and 103.5 can target them.
In addition, Mexicans young and old enjoy the regional mexican format. Its not limited to the old or young like some formats. Thus WOJO and WLEY do well.
1 Spanish CHR fine but 2? Particularly 106.7 sounds better to me. Univision is way more in tune with the Hispanic audience then Clear Channel will ever be.