SBS Flips KXOL-FM To ‘Hey! Speak English, would ya!’ In LA.
April 26, 2005
Spanish Broadcasting System has flipped their KXOL-FM to Latino 96.3 in Los Angeles.
Latino 96.3 is now a Hispanic 12-17 year old urban/hip-hop/rap radio station competing against mainstream hip-hop/rap stations, moving away from its traditional core of older Hispanic consumers.
About 20% of the music is in English and 50% of the tag lines are in English, including one that says “Hey! Speak English, would ya!”
They currently are running scheduled commercials that were placed when the station was a full Spanish formatted station. This goes against the traditional station launch strategy of commercial-free launches employed by Bill Tanner – VP of Programming for Spanish Broadcasting System.
They are flipping and want to keep the Spanish dominant scheduled dollars. This is a new station designed to compete with Power 106.
