Churchill Media launches new format in Yakima.

Churchill Media announced that it will flip their English news/talk station KZXR 1310 AM in Yakima, Washington to a Spanish music format featuring Tejano and Norteña music with a mix of news, sports and play by play. Beginning Friday February 15, 2008 KZXR, “La Invasora” will complete Churchill Media’s three station Yakima radio cluster by introducing a new style of Spanish radio to the region.

Churchill Media President and Operations Manager Paul Danitz said that research backed KZXR‚s move to the Tejano/Norteña format. „Our numbers showed that there was a hole in the Yakima valley that wasn‚t being addressed by any radio station and that opening needed to be filled with Norteña and Tejano music. We are thrilled to be bringing this genre of music to the Hispanic population in Yakima and the lower valley. I have always been a big fan of this format having spent 20 plus years in Texas where it rules.”

Danitz also commented on Churchill Media‚s recent addition of Piolin por la Mañana to KLES, Churchill‚s Spanish Contemporary format. The addition of KZXR La Invasora, “Creates something for everyone in Yakima˜Regional Mexican on KMNA with the family friendly and entertaining morning show Nelson, Nancy and El Morillo, Spanish Contemporary with Piolin in the morning on KLES, and now Norteña/Tejano on KZXR.”

The new format will provide Yakima‚s Hispanic community with a music option that is currently unavailable in the market, which as Danitz explains is,”the most mature and most highly concentrated Northwest Hispanic market, which is why we decided to flip to the Norteña/Tejano format.”