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11/28: 105.3 goes Spanish

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.

Are there fans of this format? I’d love to quote you in the print edition. Just email me at rho@ajc.com with your name, age, city of residence and occupation. Thanks!

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.

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By I Better Start Learning Spanish

November 28, 2006 9:24 AM | Link to this

Just Great, I guess you have to follow the profits, and the latino community is making big moves as far as spending is concerned. And now the rumor is country, who decided to drop a bomb on Clear Channel Atlanta.

By Louis

November 28, 2006 9:28 AM | Link to this

I understand why 105.3 went Spanish but isn’t their target market somewhat small by targeting older Spanish-speaking females? It may cannibalize the 105.7 audience and it could be difficult for them to attract advertisers that are already committed to 105.7 because of its established ratings and strong signal skewing north. It seems that Clear Channel should have chosen the tropical format instead which they broadcast on the HD2 station. I question if another radio group (Cox, CBS Radio, Cumulus) was considering a switch to Spanish and CC wanted to establish itself as the Spanish market leader. Also, this could be an attempt to kill Raza 102.3. It will be interesting to see what happens.

It makes sense for 94.9 Lite FM to switch to country. Kicks and Eagle have enjoyed a near monopoly on the format yet they have fired highly rated morning shows and plays old country songs in regular rotation. Clear Channel could bring their young/pop country format to this market and blow away Kicks. The fact that Kicks is changing owners works in CC’s favor as well.

By Kat

November 28, 2006 9:41 AM | Link to this

Very dissapointed in Atlanta radio…. last 2 years have been hard to listen to, Davefm is a nice addition, dont mind the Project… Even the country channels are ok, but now another mexican station for our resident illegal immigrants… sweet

By JWILLS

November 28, 2006 10:04 AM | Link to this

AS usual, Atlanta Radio continues to Suck.

By Old and In The Way

November 28, 2006 10:07 AM | Link to this

XM Radio, Sirius Radio, XM Radio, Sirius Radio. Enough said!!!

By bud

November 28, 2006 10:14 AM | Link to this

Everybody crabs about the hispanic immigrants, but at the end of the day they are willing and eager to do the work we don’t want to do for wages we don’t want to work for. They even have the babies we gabachos don’t want to have! Somebody needs to be working when the baby boomers are in the nursing homes…and its going to be hispanics.

If the market dictates spanish radio in the u.s., so be it. Supply and Demand.

By MRose

November 28, 2006 10:14 AM | Link to this

I thought they were advertising 105.3 as an ‘international’ station - playing music from all over…what happened to that??

By RG

November 28, 2006 10:28 AM | Link to this

Once again Rodney has his facts wrong!
“female, older-skewing “flanker” for Viva” ??? Get it right Man!

Regional Mexican targets Mexican Men aged 16 to 50 - NOT older females! Do your job right and report the facts.

By Louis

November 28, 2006 10:29 AM | Link to this

I noticed the repeating liner yesterday in many different languages. I was also anticipating an international station but those seem to find a home in the non-commercial area. I guess CC was trying to throw off the other stations.

By mystique

November 28, 2006 10:31 AM | Link to this

Thank God for XM radio, ATL radio sucks and is only getting worse!

Lite is going to country? We don’t need another country station! That should help B98.5 out a lot though- they will be gaining Lite’s audience.

By Cat

November 28, 2006 10:31 AM | Link to this

Latinos are taken over…thats good.

bye bye gringos

By jss

November 28, 2006 11:03 AM | Link to this

¡Feliz Navidad Atlanta!

By smart one

November 28, 2006 12:11 PM | Link to this

Heehee… follow the MONEY. VIVA has been CC’s BIGGGG money maker from DAY ONE. But they play more of the pop latin stuff and had neglected the regional mexican (spanish music’s equivalent to “country”) Sooo before all the “I hate beaners, dirty mexicans” comments begin to FLY around here (and they WILL) remember that at the end of the day, it’s PROFIT/MONEY/CASH/GREEN/MOOLAH/DOUGH/DINERO that counts and if spanish music is raking it in.. then HOLA and Bienvenidos.. (that means welcome!) And don’t start your ranting about the language and “principle of the matter- we’re in America” crap.. cuz yeah, we ARE in America and so are MEXICANS whether you like it or not(and not all of them are ILLEGAL you’d be surprised at how many were born right here in the USA… Besides, the FACTS are that EACH AND EVERY SINGLE company that has ever been operated is in it to do ONE THING and one thing only… MAKE MONEY. Period.

By WAR EAGLE

November 28, 2006 12:27 PM | Link to this

Clearchannel has become WMEX-Mexico’s #1 illegal alien station-who cares? I will never listen to another CC station nor patronize any of there sponsors. These San Antonio idiots have destroyed Atlanta radio and are only interested in Mexicans. Shame on you CC. May Ch 7 be in your future for what you have done to Atlanta and the ENGLISH speaking community.

By ChrisD

November 28, 2006 1:33 PM | Link to this

As if we needed another sign that there are too many *&%$ illegals in this country.

By KrisB

November 28, 2006 2:09 PM | Link to this

I truly don’t mind the hispanics, as long as they are here legally, because, yes, of course, they are a hard working bunch. What I do mind is having a large portion of federal tax dollars going to border hospitals to subsidize the cost of caring for, in many cases, illegals’ emergency and obstetric care.

By Bruce

November 28, 2006 2:45 PM | Link to this

Wow, Clear Channel shows their managerial prowess once again. Way to go guys. They turned their backs on a lot of their advertisers by changing format. Maybe they will get the picture that Clear Channel don’t need them and the advertisers will not support any Clear Channel stations with their advertising dollars. Maybe they can get the bunch up the dial to do a remote at one of the major diamond retailers. I think I heard they are coming out with a ring that has green, white, and red diamonds.

By Bighead

November 28, 2006 3:33 PM | Link to this

Wow — people assuming that most Spanish-speakers are illegal immigrants? You guys make Michael Richards seem like a moderator at a cultural sensitivity session.

By dhc

November 28, 2006 3:47 PM | Link to this

Ho-hum, another Spanish station. I listened for a while and it sounds like what you would hear playing in any local Mexican restaurant. Why does all Spanish music sound like mariachi/polka? How about Spanish-Rap or Spanish-Metal? That would be interesting.

By blargh

November 28, 2006 3:57 PM | Link to this

Too bad we didn’t make English our official language…

By Speculator

November 28, 2006 4:12 PM | Link to this

Rumor is that 640 WGST is going Spanish Talk. Antonio Banderas and Gloria Estefan to be new morning show hosts. Stay tuned for more details…

By Uncasam

November 28, 2006 5:09 PM | Link to this

In Spanish,they’ll still be able to be better understood than Dummie Shaffer in English,YouKnow?

By mike

November 28, 2006 6:21 PM | Link to this

Hey Bud Immigration is a legal process , these people are here illegally , what part of illegal do you not understand? Take a look at Norcross , when I moved here in 91 there was no grafitti , gangs , murder every other week , meth labs , and not to mention high car insurance because 80% of them have no drivers licence. Clear Channel can stick it where the sun don’t shine.

By Mensch59

November 29, 2006 9:16 AM | Link to this

If 94.9 changes format, that will truly be the end of an era. What began as “beautiful music” in the 60’s with Montovanti and Percy Faith evolved into the boomer equivilant of Kenny G and “lite music”. B98.5 will be crying all the way to the bank with most of us aging boomers.

By bud

November 29, 2006 9:23 AM | Link to this

Mike…so long as Mexicans can make more in an hour here than in an entire days work back home, no amount of restrictions are going to stop motivated Mexican workers from crossing the border. We should make them legal and make them pay taxes, so that the added societal costs that occur (most people in US jails/prisons ARE U.S. born) can be offset by income tax.

By why?

November 29, 2006 9:43 AM | Link to this

Why would CC flip Lite? Considering they are in it for the money (which they are and that is proven by them now having two Spanish speaking stations in the Atlanta market and that format is #2 in the NATION right now), we need to remember that Adult contemporary is in the top 4 for radio formats.

By theo

November 29, 2006 10:22 AM | Link to this

Do you actually think that anyone that listens to this station would answer your blog? Chupa mi pena grande!

By El Wetback

November 29, 2006 12:58 PM | Link to this

Hey homeboy enough with los mojados,…the botton line is that we are taking over. I heard that mi amgigo Vicente Fox(former president of Mexico) will do a talk show on GST and will join Yogi & Panda in the mornings…

Gringos….say bye to Atlanta..a la c****

By Kim

November 29, 2006 1:00 PM | Link to this

Breaking News…There is another rumor. CBS Will open a spanish station here in Atlanta and they planning on hiring Yogi & Panda in the morning ? is that truth ?

By americus

November 29, 2006 1:37 PM | Link to this

wetback boy and the rest of you disrespectful hisps can go back to your 3rd world country where you belong, and can take your crappy ghetto music with you, that junk all sounds the same

By El Guapo

November 30, 2006 10:38 AM | Link to this

¡Adoro mi carrera! ¡Todo usted chicos blancos saben que mi carrera toma su ciudad y su país! ¡Yo no puedo esperar frijoles y chorizo refritos para aparecer en el menú de alimento de McDonalds aquí en Atlanta! ¡Puede todo usted personas continúan construir las casas y emplear gananciosamente todo mi breatren de México para siempre!

By tom tom

November 30, 2006 5:27 PM | Link to this

Hey El WetBack! If Vincente is a Tartamudo he can probably get a years gig at WGST,Sabe?

By teresa

November 30, 2006 7:20 PM | Link to this

Please stop demonstrating how ignorant you are by affirming that all Hispanics are illegal inmigrants. Take your “precious” time to find out how many billions of dollars a year, we Hispanics, legal and illegal, bring to the U.S. economy. I think CC would have never changed their English format to Spanish if they wouldn’t have been sure of the monies they’re going to make with this new Regional Mexican station. I will never understand why the majority of English Only Speakers, hate the Spanish language and Spanish speakers with such a passion. Weird ha?

By jonny518

December 9, 2006 8:32 AM | Link to this

jonny249

By jonny677

December 9, 2006 8:35 AM | Link to this

jonny585