Crutchfield initiates Spanish-Language marketing effort.

The increasing availability of HD Digital Radio throughout the United States has directly resulted in an explosion of new Hispanic-oriented channels. Many stations whose primary format is in English have now launched HD2 multicast channels that broadcast virtually exclusively in Spanish. Markets that contain large Hispanic populations have particularly benefited from the new HD multicast stations. For example, in the Los Angeles market alone, there are now twelve frequencies broadcasting Hispanic formats, where prior to the introduction of HD Radio, there were only three.

Moreover, the additional frequencies that accompany the introduction of HD Radio have not only increased the quantity of Hispanic content available, but also the depth and quality. Classic Latino music stations are being joined by stations that play Romantica (KISQ 98.1-2, San Francisco), Tejano (KWID, 101.9-2, Las Vegas) Hispanic Talk, (KLLI 105.3-2, Dallas-Fort Worth), Spanish Oldies (KMGG, 95.7-2, Denver-Boulder), and Spanish Hits (KIZS, 101.5-2, Tulsa), to name a few — many of which would not have been possible absent the additional frequencies afforded by HD. In some cities, there is almost the same amount of formats available in Spanish as there is in English.

“Spanish-speaking listeners comprise a huge and growing part of our listener base,” said Alfredo Alonso, senior vice president, Hispanic Radio for Clear Channel. “Now, with the additional programming available with HD, we are able to provide these listeners with a broad range of content that is specifically directed to them, in their native language — all in improved digital-quality sound. This is a very exciting time to be programming Hispanic radio formats.”

Consumers need only one thing to fully experience the riches of HD digital radio — a new HD digital radio receiver, and the response has been strong among Spanish-speaking and non-Spanish-speaking consumers alike.

“We are thrilled to be able to provide creative new Hispanic formats, like our bilingual `Power Dos’ hip-hop channel in Los Angeles,” said Jimmy Steal, vice president of programming for Emmis Communications. “The response has been very positive, and we see this as a strong market that we intend to grow with.”