Emerald Wave Media flipped Rhythmic Oldies “Mega 97.1” KRTO Guadalupe/Santa Maria CA to Rhythmic CHR “Mega Hits 97.1” earlier this month.
The flip comes following the addition of Edwin ‘DJ E-Wrek’ Ruano to oversee the station. Ruano served as OM of American General Media’s Santa Maria cluster and Program Director of Rhythmic CHR “95.7 The Beat” KPAT and Variety Hits “104.1 The Box” KBOX before exiting in June.
KRTO will add the syndicated Tino Cochino Radio for mornings starting August 5 replacing The Dana Cortez show it added earlier this year.
KRTO held a 2.0 share in the Fall 2018 Nielsen Audio ratings well behind KPAT and its 7.5. The move should also protect Emerald Wave’s market leading Regional Mexican “La Buena 105.1” KIDI.