The first flip of the usually busy Memorial Day Weekend has taken place as iHeartMedia flipped Alternative “103.1 iHeart Austin” K276EL/98.1 KVET-HD2 Austin TX to Spanish CHR “Tu 103.1” at 10am today.
Positioned as “Donde Viven Tus Hits” (Where Your Hits Live), the station clones the branding utilized at “Tu 94.9” WZTU Miami. Enrique Santos’ syndicated morning show based at WZTU will also be heard on K276EL.
The new format creates a direct format competitor to Emmis’ “Latino 102.7” K274AX/107.1 KLZT-HD2. K274AX held a 1.9 share in the April 2017 Nielsen Audio PPM ratings, while K276EL’s Alternative format held just a 0.2 share with a slightly larger coverage area.
iHeartMedia Austin announced today the debut of TU 103.1, the new home of Spanish Contemporary Hit Radio (CHR) music for Austin, TX. The station will kick off today with commercial-free music featuring around-the-clock Spanish and English songs.
TU 103.1 will broadcast hit music from artists such as Enrique Iglesias, Pitbull, Nicky Jam, Shakira, and Mana. Beginning June 1, Enrique Santos will host Tu Manana con Enrique Santos from 5-9 a.m. The full programming lineup will be announced at a later date.
“We are so excited to introduce the new TU 103.1 to the Austin community,” said Brian Gann, Senior Vice President of Programming for iHeartMedia Austin/San Antonio. “We truly believe this format will resonate well with our Austin listeners, and is a perfect complement to our other stations in the region.”
“I am thrilled to help wake the great people of Austin on weekday mornings with the best music and entertainment,” said Santos, Morning Show Host and Chairman and Chief Creative Officer of iHeartLatino, iHeartMedia’s new Hispanic platform. “Everything is bigger in Texas…but better in Spanish! I’m proud to represent mi gente on the new TU 103.1.”
“The addition of this new Spanish-language station adds a new dimension to our cluster and the Austin community,” said Matt Martin, President of iHeartMedia Austin/San Antonio. “We have an amazing team in place and I am excited for what’s to come!”