Cox Media Group has announced a programming shuffle will take place in Orlando on Monday, June 29.
Confirming our Domain Insight report from Tuesday, Spanish AC “107.3 Solo Exitos” will move to the 99kW 96.5 frequency while News/Talk 96.5 WDBO-FM moves back to its former home at 580 AM (currently Sports “ESPN 580“) and the 107.3 translator. WDBO’s programming began simulcasting on 580, 96.5 HD2, and 107.3 this afternoon.
The new “Exitos 96.5” will feature host Estee Martin, who moves over from CHR “Power 95.3” WPYO after fifteen years. Martin most recently was co-hosting mornings with DJ Nailz. Core artists on Exitos will include Marc Anthony, Romeo Santos, and Juan Luis Guerra.
The ESPN Radio national programming feed will be heard on 94.5 WCFB-HD2. All local programs from “ESPN 580” have been cancelled although afternoon host Scott Anez and producer Nick Gryniewicz will remain with the cluster in new roles.
The move bumps the Spanish AC format from the 250 watt translator to the 99kW class C 96.5 signal giving the market a second big Spanish language FM alongside iHeartMedia’s “Rumba 100” 100.3 WRUM as the Spanish speaking population continues to grow in Central Florida, particularly from Puerto Rico. Entravision rimshot “Salsa 98.1” WNUE-FM Deltona and a few AMs/translators also serve the Orlando Spanish speaking population, which now exceeds 34% of the market. W297BB currently has just a 0.5 share of the market.
WRUM is usually at or near the top of the Orlando market ratings, currently fourth with a 6.2 share. Attacking it would enable Cox’s duo of Classic Rock 98.9 WMMO (currently leading with a 7.5 share) and Adult R&B “Star 94.5” WCFB (third at 6.5) to position themselves higher overall and in-demo rankings.
The move shifts the News/Talk format in the opposite direction, probably also requiring the brand return to 580 WDBO, which has been Sports “ESPN 580” since 2012. WDBO-FM was one of the few News/Talk stations in a PPM market to not see big audience gains during the COVID-19 pandemic moving from a 4.2 share in April to 3.8 in May while adding an additional 0.6 share via its stream. This while Cox’s similarly formatted stations in Atlanta and Jacksonville reached into the double digits in share percentages and led the market. Social media accounts for @News1073 have also been reserved in the past week.
Cox Media Group announces it will launch Spanish language radio station Éxitos 96.5 FM on Monday June 29, 2020. The new radio station will serve the burgeoning Hispanic community in Central Florida and bring audiences a new, fresh choice for local music, entertainment and information. Éxitos 96.5 will feature hits from artists like Marc Anthony, Romeo Santos, Juan Luis Guerra and more.
Leading the station will be local Orlando media personality, Estee Martin. Martin, raised in Central Florida, has been a host on CMG Orlando sister station Power 95.3 since 2005.
“I’m excited and honored to be a part of something new and historic for the Central Florida Hispanic community,” said Estee Martin, Director of Branding and Programming for Éxitos 96.5. “Ahora con más música y más variedad para la comunidad Hispana.”
Orlando’s News and Talk, WDBO, is now available on AM580 and 107.3 FM, offering superior coverage across the market. Since its inception in 1924, WDBO has served Central Florida with news, information, and compelling talk programming. As audiences increasingly utilize digital platforms to consume news and audio content, WDBO will continue to be available online at WDBO.com, the WDBO mobile app, and many other streaming devices such as Amazon Echo and Google Home. The station features an all-star line-up of local personalities such as Joe Kelley, Scott Anez and Tony Marino, as well as national household names such as Sean Hannity, Brian Kilmeade and Dana Loesch.
“WDBO continues to be Central Florida’s home for news, weather, and traffic,” said Keith Memoly, Director of Branding and Programming for WDBO. “With this move, the best news team in the business will be able to serve the Orlando community on multiple platforms.”
“With two dominant TV stations, six radio brands, and various digital platforms, Cox Media Group Orlando delivers the largest audience in Central Florida,” added Jason Meder, VP and General Manager for CMG Orlando Radio. “This move strengthens our portfolio of radio brands and reflects our commitment to serving the diverse community of audiences and advertisers in the market.”
Eric Jon Magnuson
The one Talk outlet in Orlando that received anything like pandemic-related bump was apparently iHeart’s Real Radio (WTKS)–which might’ve been a bit behind WDBO a few months ago, but is now solidly ahead. Unlike in Atlanta and Jacksonville, Cox hasn’t been the dominant commercial Talk operator in Orlando; whether it’s intentional or not, iHeart pretty much competes with WDBO on both sides, with Real Radio and WFLF (although, granted, the latter station also had some ratings erosion during the pandemic).