Across the Southeast, Norberto Sanchez’s Norsan Media has carved a niche by serving Spanish-language media consumers with a mix of media choices not available otherwise, with markets including Jacksonville, Fla., among Norsan’s locales.
Now, Norsan is agreeing to acquire a Class A FM and an FM translator in a market where it already has a presence with its regional Mexican “La Raza” offering.
In a company announcement ahead of a LMS filing with the FCC, Norsan confirmed that it is purchasing KTXX-FM 104.9 in Bee Cave, Tex., and K287FG at 105.3 MHz “The Bat,” licensed to Austin.
The seller is Genuine Texas Radio, which took “The Bat,” a Classic Hits format, silent at 7pm Central on Monday.
Upon closing, the stations will join Norsan’s K236AY, branded as “95.1 La Raza,” in Westlake Hills, Tex., and originating station KZNX-AM 1530 in Creedmor, Tex. Both facilities serve the Austin market. And, Norsan assumed control under an LMA on Monday evening.
Doug Ferber of DEFCom Advisors served as the seller’s broker on this transaction; he is no longer with Tieline, as he recently exited as VP of Sales for the Americas.
Norsan Media President Natalia S. Alvarez, the daughter of Norberto Sanchez, KTXX and K287FG will broadcast “super-localized content featuring music, entertainment and relevant local news.”
Sanchez commented, “The acquisition reflects the advancement of our continued strategic positioning in the Austin market, to increase market share and establish the base of our multi-channel 360 degree approach to reach the Hispanic audience in the market. These additional frequencies will allow us to serve and embrace the vast and ever-growing multicultural radio audience in Austin.”
Norsan Media was formed in 2004 and presently is the licensee of four TV stations and more than 40 radio stations.
Its parent company, NORSAN, dates to 1987 and currently owns and operates 18 restaurants including Frontera Mexican Kitchen, Luciano’s Ristorante Italiano, Pampas Steakhouse, Frankie’s the Steakhouse, La Capital MX, and H&W Steakhouse. NORSAN also owns Prime Meats, a USDA and SQF certified company, a supplier to restaurants, grocery stores and other food distributors across half of the U.S.
