W Radio debuts on XTRA-690AM in Los Angeles.

W Radio, a radio format that originated in Mexico and Latin America over 75 years ago, arrived in Los Angeles on XTRA-690AM, previously known as the Mighty 690. W Radio 690 features a news/talk/sports format that has enjoyed immense popularity and extensive listener tune-in in Mexico and other Spanish speaking countries. The station is currently airing programming from GLR’s syndication line-up, soon to be replaced by local programming of great relevance to Mexicans in Los Angeles and Southern California.

W Radio 690 format will focus on a strong news and information delivery, with continuous news updates throughout the day and breaking news coverage, combined with humor and entertainment. The station will also carry the extremely popular Futbol Mexicano – airing between two and four games per weekend. The station’s programming will highlight the long tradition and commitment of GLR and its parent company, Grupo Prisa, to deliver to the local community news, information and talk that is engaging and relevant to its listeners, impacting their daily lives in a very meaningful way.

XTRA-690AM, recently acquired by GLR, and the W Radio format, provides GLR the ideal opportunity to deliver the best of news/talk in Spanish to the number one market for Hispanic listeners, reaching 32% of the U.S. total Hispanic population and over 11 million Spanish speakers. GLR’s success in the US Hispanic market has been highlighted by Radio Caracol 1260AM (WSUA) in Miami, which enjoys the leading position in its core demographic.

In announcing the launch of W Radio 690, Sonia Dula, President and CEO of GLR Southern California, stated, “We’re proud to debut radio programming that will take talk radio to the next level for Hispanics in the US. W Radio 690 will deliver information, entertainment and sports in a provocative style that will be meaningful to the community in Los Angeles and Southern California.”

The shows that are currently being aired on W Radio 690, and will remain on the program grid, include sports show, Pasión W, celebrity entertainment show, Secretos W, GLR News reports and a new program, A Calzon Quitao, hosted by respected sexologist Alessandra Rampolla. In the coming weeks, the station will introduce local programming for the morning, noon and afternoon drive, produced specifically for the local community with a very local flavor.