LatinX 97.5 Debuts In Twin Falls
Lee Family Broadcasting has flipped Top 40 “Club 97.5” K248BZ Kimberly/KXTA-HD3 Gooding ID to Bilingual Top 40 “LatinX 97.5“.
The new format will target 12-34 year-olds who grew up speaking both languages with a mix of Latin artists such as Prince Royce, Pitbull, J. Balvin, Cardi B. and Shakira plus Rhianna, Drake and Bruno Mars.
Benjamin Reed, Program Director of Regional Mexican “99.1 La Perrona” KXTA-FM adds those duties for K248BZ as well. The station will be anchored by Alex ‘Cuban Flow’ Hernandez’s “Cuban Coffee Morning Show”, A former boxer in Cuba, Hernandez most recently worked at “Exitos 104.9” K285FN Kennewick WA. Quela ‘La Chaparrita Ramirez’ Renz, evening host at KXTA-FM, will host afternoons from 1-6pm with GLR Media Networks’ Subeme La Radio with Jorge Bernal in middays.
The launch comes after looping Daddy Yankee’s “Gasolina” all weekend.
Lee Family Broadcasting, Idaho’s oldest continually operated family owned radio group is pleased to announce the launch of a brand new radio station that will cover the Magic Valley. The station is known as “LatinX 97.5.”
LatinX is the only broadcast station in Idaho that offers today’s LatinX (Millenials and Generation Z), something truly different. These 12-34 year-olds have grown up listening to music in both English and Spanish. They are completely bilingual and comfortable with navigating both cultures. Now, for the first time, listeners are able to tune to a station that relates to them. LatinX blends today’s top Latino artists, such as Prince Royce, Pitbull, J. Balvin, Cardi B. and Shakira, with the best of English pop stars such as Rhianna, Drake and Bruno Mars. There’s a little bit of reggaeto?n, salsa and big scoop of pop to keep it moving and grooving.
Kim Lee, President of Lee Family Broadcasting commented that the community “…was overdue for a change – something young and different! Data from the Census Bureau shows this is the fastest growing group in our region and speaking generally, most of the area schools have a 40-60 percent Latino population.”
The station will be anchored by the Cuban Coffee Morning Show, featuring Alex Hernandez (Cuban Flow), a successful rapper, a champion boxer from Cuba and veteran broadcaster, most recently at Exitos 104.9 in Tri-Cities, Washington. Afternoons will be hosted by Quela Renz (La Chaparrita Ramirez), a veteran broadcaster and teacher who lives in Paul.
LatinX as a concept comes from KXTA FM’s Program Director, Benjamin Reed, who has consulted Exitos 104.9 in the Tri-Cities since 2015.
This is the third “Hispanic” station operated by Lee Family Broadcasting. Regional Mexican radio station 99.1 La Perrona (KXTA FM) and La Patrona 970 (KXTA AM) are the other two in the market.