11/28: 105.3 goes Spanish
The Atlanta Journal-Constitution
Clear Channel’s radio signal 105.3, in its fifth format in three years, is now regional Mexican, the second metro area signal FM targeting the fast-growing Hispanic population in Atlanta. In 2004, Clear Channel launched Spanish top 40 hits station Viva at the same signal and it became an instant success. VIva was moved to a slightly stronger signal 105.7 in May 2005.
The second Spanish station is supposed to complement Viva, similar to the way ABC has Eagle 106.7 to protect Kicks 101.5 in the country arena. It’s dubbed 105.3/El Patron. Here’s the Web site It plays a mix of romantica, mariachi and tropical music. According to Billboard magazine, it’s the most popular genre of Spanish music in the U.S. Here’s a summit about Regional Mexican music Billboard sponsored just a couple weeks ago.
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105.3 launched in 2002 as an 80s station, the Max, to okay ratings. In early 2004, Clear Channel started “Real Radio 105.3,” an FM talk station with the same person doing the morning and afternoon shows, with Scott Ferrall sandwiched in between. Seven months later, Viva was launched. In May, alternative rock 105.3/The Buzz started and did well, beating 99X within a year. But a couple weeks ago, they moved that format to 96.1, threw in a few classic rock songs and called it Project 9-6-1, dumping the 96rock after 32 years.
Clear Channel is not likely to be done with changes. After Christmas, rumor is Lite 94.9 will become a country station.