Entravision Communications has abandoned its nationally distributed classic regional Mexican “Suavecita” brand in Southern California.
Instead, it has opted to simulcast its successful Hot Talk-heavy programming found on an Inland Empire signal across a trimulcast with coverage from Santa Barbara to San Diego County.
As of today, the three stations serving Southern California at 107.1 MHz — Class A KSSC-FM in Ventura; Class A KSSD-FM in Fallbrook, serving Temecula and North County San Diego; and Class A KSSE-FM in Arcadia, which uses a booster to give it a listenable signal in the eastern San Fernando Valley — have switched to a simulcast of Class B 72kw monster KLYY-FM 97.5 in Riverside.
KLYY is branded as “José,” and it’s a giant in the Nielsen Audio ratings, earning a 10.5 share in the December 2018 PPM-based survey for Riverside-San Bernardino.
Meanwhile, “La Suavecita” has seen lackluster success in the ratings since it replaced Spanish Hot Contemporary “Súper Estrella” on Dec. 5, 2016. In fact, the trimulcast earned a 1.1 rating 6+ in the December 2018 PPM ratings for L.A.
KLYY, with a limited signal that does cover the San Fernando Valley, earned a 1.2 rating, 6+.
Formally, José has a Spanish Adult Hits format and was initially modeled to be the regional Mexican-tinged answer to “Jack FM.”
In reality, the Midnight (1/7) abandonment of La Suavecita and its mix of songs from classic artists such as Los Bukis and Sonora Dinamita gives Entercom an opportunity to bring some of the nation’s biggest and hottest Spanish-language entertainment programs to the nation’s No. 1 Hispanic market.
The new José program line-up, airing at KLYY-FM 97.5 MHz and at the KSSC/KSSD/KSSE simulcast across Southern California, includes:
Alex “El Genio” Lucas | Monday – Saturday 4am-10am
El Show de Piolín | Weekdays 10:15am-2pm
Erazno y La Chokolata | Weekdays 2pm-7pm
Armida y La Flaka | Weekdays 7pm-9pm
Misterios Ocultos con Mayra Berenice | Weekdays 9pm–Midnight
Alex “El Genio” Lucas is a veteran of regional Mexican radio and is largely known as a key player with “La Preciosa,” a chain of Classic Regional Mexican stations under Clear Channel management in the 2000s.
Meanwhile, Eddie “Piolín” Sotelo is an icon of Hispanic media, and remains one of the most recognizable names in the regional Mexican radio world.
“El Show de Armida y La Flaka” is the only radio show that features a Latina duo.
Then, there is the highly successful “Erazno y la Chokolata” program, featuring a trio of “personalities” all in the mind of one host: Oswaldo Diaz.
Entravision EVP/Content and Business Development Alex Garcia thanked VP of Audio Nestor Rocha for guiding KSSC, KSSD and KSSE on their transition to a simulcast with José.
Jeffrey Liberman, Entravision’s President/COO, commented, “José FM has been a terrific format for Entravision for more than 10 years and we look forward to expanding its reach in the greater Los Angeles area, the number one Hispanic radio market in the U.S. With a strong brand and loyal on-air and digital following, José was a natural fit to bring to our 107.1 FM listeners. With its adult hit [regional Mexican] format, exclusive line-up of our most iconic and top syndicated personalities, and leading market reach, our José super station provides advertisers with an exceptional platform to connect and engage with consumers.”
José is the Los Angeles affiliate for FDP Radio’s syndicated coverage of the FIFA World Cup and is also home to the CONCACAF Gold Cup, with the 15th tournament edition airing June 15 to July 7.
