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KXOS Flips To Regional Mexican With El Mandril Addition

Radio Centro Exitos 93.9 KXOS Los Angeles Ricardo El Mandril Sanchez Raq-C RacQ NachinUpdate 1/19: In preperation of ‘El Mandril’ debuting on the station on Monday, “Exitos 93.9” KXOS flipped to Regional Mexican “Radio Centro 93.9“.

The move gives KXOS its third format since Grupo Radio Centro took over operations of the station from Emmis in 2009. The station launched with a Spanish AC format before shifting to Spanglish CHR in November 2012. The station has struggled to find its nice in the marketplace; registering a 0.9 share in the December PPM’s.

The new format places the station into a highly competitive Regional Mexican battle with SBS’ “97.9 La Raza” KLAX, which lost El Mandril to KXOS, Univision’s “La 101.9” KSCA, who also lost its highly successful morning show last year, Liberman Broadcasting’s trimulcast of “Que Buena” 94.3 KBUA San Fernando/94.3 KEBN Garden Grove/105.5 KBUE Long Beach, and Entravision’s “103.1 El Gato” KDLD/KDLE. The four stations combined for a 9.7 share of the Los Angeles audience in the December ratings.

Grupo Radio Centro exercised its option to acquire KXOS from Emmis in August 2012.

Original Report 1/15: After being kept off the air during a contract dispute that led to allegations of ratings fraud, Ricardo ‘El Mandril’ Sanchez is departing Spanish Broadcasting Systems’ Regional Mexican “97.9 La Raza” KLAX Los Angeles for Grupo Radio Centro’s 93.9 KXOS beginning on Monday, January 20.

Currently branded as “Exitos 93.9” with a mix of Spanish and English CHR, it appears the addition of Sanchez will lead to a format change at the station. Grupo Radio Centro has registered RadioCentro939.com for the station and co-host ‘La Burbuja’ has posted a picture of the new logo.

In his statement announcing his move to KXOS, Sanchez says his program will resume syndication to 38 markets and plans to expand into further markets along the Mexican border.

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Lance Venta is the Owner and Publisher of RadioInsight.com and a consultant for RadioBB Networks specializing in integration of radio and the internet. Lance has two decades of experience tracking the audio industry and its use of digital platforms.

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