It’s an innovative take on Hispanic radio and is very much a work in progress, as it earned just a 0.2 rating on cume of 139,600 in September according to Nielsen Audio. Now, Entravision is continuing its heavy promoted launch of “Reyna 103.1” in the Los Angeles market by rolling out what it calls the “first-ever live mobile morning broadcast.”
As hinted at with the June soft launch and August formal kickoff of the Latina-targeted KDLD-FM & KDLE-FM, with signals largely serving parts of the Los Angeles basin due west of Interstate 5, Entravision has brought “La Tiendita Mornings with Melissa Rios” to the airwaves.
A tiendita is a little store, or boutique, and Tuesday’s launch of the program saw Rios exit the studio and host the show from the streets of L.A. between 6am and 10am. To be clear, Rios won’t be on the road every weekday — she’ll be in the “ReynaLona” Bronco mobile studio each Tuesday and Thursday, and in-studio Monday, Wednesday and Friday each week.
Entravision explains, “Inspired by the neighborhood tienditas where everyone knows your name and there is always a story to tell, La Tiendita is Reyna’s new initiative and L.A.’s daily hangout for Latinas. Each show serves up the perfect mix of cafecito, chisme and real conversation, from trending headlines and pop culture to relationships, wellness and everyday life. It is more than a morning show: it is a seat at the table.”
The name is also illustrative of Mexican and Central American culture in Los Angeles, as a “bodega” is largely associated with Puerto Rican and Dominican cultures and is a New York institution.
Entravision President of Audio Eduardo Maytorena comments, “We’re excited to launch La Tiendita, a new Reyna programming franchise inspired by the neighborhood shops that bring our communities together. Melissa brings the authenticity, energy, and connection to make La Tiendita a place where Latina voices, stories, and experiences come together.”
