In what cannot be seen as a shocking development, a trademark claim from Radio One has led to a quick rebranding of “Boom 97 Uno” to “Oi2 97 Uno” (pronounced Oidos Ninety Seven Uno).
Original Report 4/19: Oi2 Media has launched Bilingual CHR “Boom 97 Uno” on iHeartMedia’s 97.1 W246BT Clermont and 97.1 W246CK Kissimmee/Orlando FL.
Fed by 100.3 WRUM-HD2 the new format is targeting bilingual millennials with a mix of English and Spanish Hits. The station’s airstaff features hosts from across the globe including US based Michelle Ciotti, Puerto Rico based Luis ‘El Coyote’ Ortiz, and DJ Semaforo from Colombia.
Oi2 Media is using the new station to debut its “Visual Radio” technology in the United States and will make both the visual element and this format available to other broadcasters. In a spanish release translated Oi2 Media CEO Anthony Michael Hernandez stated, “The format debuts at a time when the Orlando market commands more than 34% of the Hispanic population. This is the perfect launch for our arrival in other markets.”