Entravision Radio Launches Oye 97.5 ‘La Cumbia Caliente’ In LA.

Entravision Radio, a division of Entravision Communications Corporation, announced the new format for KLYY/Riverside-Los Angeles (97.5 FM). Launched on February 17th, Oye 97.5, “La Cumbia Caliente,” is the country’s first station devoted to playing the diverse and rich sounds from Mexico and Central/South America known as Cumbia music, a contemporary, rhythmic genre.

Oye 97.5, “La Cumbia Caliente” appeals to the diverse adult 18-44 demographic that identifies with the Mexican and Central/South American cultures, a group that comprises the majority of L.A.-based Hispanics. The station features such artists as Los Angeles Azules, Sonora Dinamita, and Rayito Colombiano, artists that have generated a lot of attention in the music industry with a broad catalog of hits and strong sales in the market.

“The creation and launch of Oye 97.5 ‘La Cumbia Caliente’ is in line with Entravision’s overall operating strategy of targeting the fastest growing and underserved segments of the U.S. Hispanic market. We see this new format as a nice compliment to Entravision’s broad range of radio formats that suit the tastes of the diverse U.S. Hispanic marketplace,” said Walter F. Ulloa, Chairman and CEO, Entravision Communications.

“With the recent additions to Entravision’s radio portfolio in the L.A. market, we are well-positioned to offer listeners a range of music genres, expanding our reach in the Hispanic market place,” said Jeffery Liberman, President of Entravision Radio. “Oye 97.5, ‘La Cumbia Caliente’ also compliments our existing formats, offering advertisers targeting the Hispanic marketplace more opportunities for cross-promotional campaigns.”

“With the launch of Oye 97.5 ‘La Cumbia Caliente,’ Entravision is truly taking the lead in building out Spanish-language radio,” said Haz Montana, Vice President of Programming, Entravision Radio. “Entravision Radio was the first to launch a top 40 Spanish-language format, known as Super Estrella, and the addition of Oye 97.5 ‘La Cumbia Caliente’s’ Rhythmic Mexican/Cumbia sound reinforces the company’s dedication to providing the best and broadest Hispanic-targeted music on the dial.”

The 97.5 frequency was formerly home to Entravision’s flagship station for the Super Estrella format, which can now be heard on the 107.1 frequency. Entravision Radio also owns and operates L.A.’s “The New Party Station” 103.1 KDL, which features the hottest sounds in contemporary dance music. David Haymore is the General Manager, Nestor Rocha is the cluster Program Director and Tom Bell is the cluster Sales Manager of all Entravision Radio stations in the L.A. market.