Entravision has flipped Classic Rock en Español “Super Estrella Retro“ 103.1 KDLD Santa Monica/KDLE Newport Beach CA to Mexican Cumbia “Viva 103.1“.
The change resurrects a brand that originally debuted nearly 20 years to the day on Big City Radio trimulcast 107.1 KLYY/KSYY/KVYY. That “Viva 107.1” existed from 1999 through 2003 until it was acquired by Entravision. The new station is being positioned as “Cumbia y Más” and playing many of the same artists heard on its predecessor.
KDLD/KDLE had carried the “Super Estrella Retro” brand since July 2018 and registered a 0.4 share in the November 2019 Nielsen Audio ratings.