ORLANDO — Once upon a time, tuning to Spanish-language radio programming in Central Florida required an AM radio, or a good antenna to listen to a now-defunct Deltona-based FM that today is an English-language Christian Contemporary outlet.
Today, iHeartMedia, Cox Media Group and Spanish Broadcasting System each compete for listeners against low-power FMs and heritage AMs in a market with a thriving Hispanic community thanks to Latinos of Puerto Rican, Venezuelan, Colombian and Mexican heritage.
Norsan Media now wishes to compete against these other players, launching a trio of new audio choices — a move that makes Orlando one of North America’s most diverse markets for Hispanics who seek radio en español.
Class C2 WFFY-FM 103.1 in Windemere, Fla., which has held a variety of formats in recent years and is the original home of Smooth Jazz WLOQ, is now “Kaliente 103.1” — transitioning from Norsan’s “Latina” Spanish Adult Contemporary programming. This brings another Tropical-flavored format to Orlando, with WFFY competing against personality-fueled WPYO “El Nuevo Zol 95.3,” the SBS Tropical/Reggaetón FM acquired from a trust after the FCC required CMG to sell it due to ownership concentration changes linked to controlling interest partner Apollo Global Management.
“Kaliente” will also undoubtedly seek to pull listeners from CMG’s WOEX “Éxitos 96.5,” a music-intensive Tropical/Reggaetón offering, and iHeartMedia’s WRUM “Rumba 100.3,” today the heritage market leader with a personality-fueled reggaetón and Latin Urban musical foundation.
The second format change sees WDYZ-AM 660 in Altamonte Springs, Fla., a Class B facility with 3.5kw from 2 towers during daylight hours and 1kw from 3 towers at night, become “Poder 660 — Puras Llegadoras” with regional Mexican-themed programming. The station promises “a rich mix of Regional Mexican music, including Banda, Norteña, Mariachi, Cumbia, and Corridos.”
Lastly, FM translator W288CJ (running off of WFFY HD2) has become Spanish Adult Contemporary “Suave 105.5,” taking a Caribbean flair with core artists including Chayanne, Luis Miguel, Ricky Martin, and Ricardo Arjona. The 250-watt mini FM has a signal focused on Orlando’s north side, including Sanford and Lake Mary — fast-growing communities between downtown and Daytona Beach; it must protect Cox Media Group’s top-rated WDUV-FM 105.5 in the Tampa-St. Petersburg market and WOLL-FM 105.5 in the West Palm Beach market.
Overseeing the programming for the three Norsan station, which were acquired from John Caracciolo-led JVC Broadcasting for $6 million earlier this year, is Program Director Arnulfo Ramirez. He reports to previously announced market leader Alina Berriz.
“We are confident that under Arnulfo’s direction and Alina Berriz’s leadership, our Orlando stations will carve out a place in the hearts of the Hispanic community,” said Natalia Sanchez Alvarez, Norsan Media’s CEO.
Ramirez is a veteran of Spanish-language radio, with experience at the former Hispanic Broadcasting Corp. and at iHeartMedia. He most recently served as Program and Content Director for WXNY “X96.3” in New York, a TelevisaUnivision property under the Jesus Lara-run Uforia audio unit.
“I’m excited to join Norsan Media and work with such a talented team,” said Ramirez. “My goal is to deliver authentic, exceptional programming that connects with the diverse audiences in Orlando and Jacksonville.”
