Townsquare Media has flipped “True Oldies 1340/1390” WALL Middletown/WEOK Poughkeepsie, NY to Regional Mexican “Fierro“.

The format gives the Hudson Valley and Poughkeepsie markets its only full time commercial Spanish language station with the market being 20% Hispanic. The WALL portion of the simulcast will continue to breakaway from 6-10am weekdays for the brokered Oldies morning show hosted by Mark West at least through March. In explaining the reason for the format change Jason Finkelberg, the Market President for Townsquare Media told the Times Herald-Record that with a 0.0 share of the ratings Townsquare decided to try something different.

Townsquare Media of the Hudson Valley is proud to announce the launch of Fierro, a 24-hour, seven-day-a-week lineup of Regional Mexican music programming to replace the True Oldies format on WEOK 1390 AM and WALL 1340 AM.

Fierro is designed for the Spanish-language-dominant, core Male 25-44. Until this point, this demographic has been significantly underserved in the market. The format is highlighted by established Regional Mexican artists including Intocable, Duelo, and Presado, as well as newcomers such as Luis Coronel.

“The Hispanic population of the Hudson Valley is growing quickly and is underserved by local media,” said Jason Finkelberg, Market Manager, of Townsquare Media of the Hudson Valley. “Fierro will fill a significant void and become and important part of the community.”