After a few days of stunting as “La Dura Radio Viagra“, Beasley Media’s translator trimulcast 96.5 W243BM Suncoast Estates, 98.1 W251AL Fort Myers and 105.1 W286AK Naples FL/96.1 WRXK-HD2 has flipped to Spanish Tropical as “Playa 98.1“.

Branded as “Salsa y Mas”, Playa 98.1 is being overseen by Beasley Southwest Florida OM Adam Star and “Maxima 92.5” WYUU Tampa Program Director Nio Fernandez.

The newest radio station in Southwest Florida from the Beasley Media Group, Playa 98.1 (WRXK-HD2) will feature Salsa, Merengue, Bachata and more, by artists such Marc Anthony, Juan Luis Guerra, Gilberto Santa Rosa, Luis Enrique – Y MUCHOS MAS!!!!. Playa 98.1 is the new Latin station that celebrates rhythms of “Salsa y Mas!” (Salsa and More!)

“Now, Southwest Florida is dancing with the new Playa 98.1!” said Operations Manager Adam Star. “This station is filled with Superstar Latin Artists and we are ready to bring this special format to Southwest Florida. Just tune into Playa 98.1 and start listening to 10,000 songs in a row!”

Market Manager Brad Beasley added “We are excited to bring Playa 98.1 to Southwest Florida. I have talked to numerous listeners, who think there is a need for a great Latin radio station. We are proud of the Beasley Media Group’s programming team, which includes our own Adam Star as well as WYUU Tampa Program Director Nio Fernandez, for providing another choice in the market!”

Original Report 9/12: Beasley Media AAA “98.1 The Link” translator trimulcast 96.5 W243BM Suncoast Estates, 98.1 W251AL Fort Myers and 105.1 W286AK Naples FL/96.1 WRXK-HD2 is now stunting with a mix of Spanish and English party songs as “La Dura Radio Viagra“.

With “La Dura” translating to “Hard”, it’s fairly easy to see what the stunt is portending to get across. We previously noted on a number of Spanish format related domain registrations made by Beasley for the three translator frequencies, one of which is now under password protection. We expect to see the station soon complete its transition to Spanish CHR “Playa 98.1“.