Just days ago he was seen chatting in Spanish with Amador Bustos at the Encore in Las Vegas while attending the 2024 NAB Show.
Now, Norberto Sánchez and Norsan Media CEO Natalia Alvarez are celebrating the addition of radio properties in the capital of the Lone Star State.
Norsan Media, the Hispanic-focused media company with radio, TV and newspaper brands serving the Southeast, is now growing in Austin, Texas.
With a formal FCC filing seeking regulatory approval forthcoming, Norsan has confirmed that it has finalized an asset purchase agreement that would give it ownership of the following stations:
- Class C3 KOKE-FM 99.3 in Thorndale, Tex. and FM translator K253AN at 98.5 MHz in Sunset Valley, Tex.
- Class D KTAE-AM 1260 in Elgin, Tex., and FM translator K270CO at 101.9 MHz in Round Rock, Tex.
The seller is Genuine Austin Radio, which presently operates KTAE as Sports Talker “Horn FM,” and KOKE as a gold-based Country station.
It marks the second transaction involving Norsan and Genuine Austin Radio. The first deal came in August 2023, when Norsan acquired KTXX-FM 104.9 in Bee Cave, Tex., and K287FG at 105.3 MHz, licensed to Austin, from GAR in a transaction brokered by Doug Ferber, of DEFCom Advisors.
When the KOKE and KTAE deal closes, Norsan will have a group of stations in Austin comprised of two full-power FMs, two AMs, and four FM translators. Before acquiring the GAR properties, Norsan presence in the Austin market came vias K236AY, branded as “95.1 La Raza,” in Westlake Hills, Tex., and originating station KZNX-AM 1530 in Creedmor, Tex. Those stations were acquired in November 2020 from America Telecommunications Group
SAUCEDO, LOO TO LEAD BIGGER CLUSTER
With the pending acquisition of the additional Austin radio stations, Norsan Media has named Edgar Saucedo as Southwest Market
President.
Saucedo played a pivotal role in Norsan Media’s fiscal growth during its first decade of operations. In his new role, Saucedo will spearhead all company operations in Texas, including sales, programming, promotions,
marketing, and community engagement.
Concurrently, Ramon Loo has been given the role of Programming Director for the Austin stations.
Loo was the Director of Spanish Programming for Waterloo Media in Austin, and the day-to-day program director for “La Z 107.1” in the market. He retained the role after the station was sold by Emmis Communications. Before that, Loo spent eight years at Univision Radio in San Antonio, serving as a PD and Content Director. He has also worked in radio in Guadalajara, Mexico.
“We look forward to Ramon’s ideas and direction for our Austin stations,” said Alvarez. “I believe his presence and programming expertise combined with Saucedo’s leadership will help us skyrocket in the Texas market.”
Norsan’s parent company dates to 1987 and includes 18 restaurants including Frontera Mexican Kitchen, Luciano’s Ristorante Italiano, Pampas Steakhouse and Frankie’s The Steakhouse, La Capital Cocina Mexicana, and H & W Steakhouse. It also operates the 1818 Club and owns Prime Meats, a USDA meat processing and distribution company serving the U.S. East Coast
Norsan Media was launched in 2004 and in addition to its 40+ radio properties owns four TV stations and a weekly print and digital publication.
