KKDG-FM Back To Spanish In Fresno.

According to Radio & Records magazine, Infinity’s KKDG flipped back to Spanish as CHR “Viva” today at 10am, dropping the Talk format anchored by Howard Stern in mornings that began airing in July 2004. PD Guillermo Prince is looking for the station’s new on-air staff, and the station is currently running all music and promos. Prince also confirmed that Viva will continue to carry The Howard Stern Show for a couple of weeks, due to legal considerations.

About why the station flipped back to Spanish, Prince tells R&R, “The numbers showed that the station lost a lot of revenue from July until now. They couldn’t make the [new] format work. Viva’s last book was great, and the station had great sales.”