ICA Radio has flipped CHR “103.3 Kiss-FM” KCRS-FM Midland TX to Spanish Classic Hits “La Lupe 103.3“.
The new format is focusing on Regional Mexican gold including Los Tigres Del Norte, Vicente Fernandez and Joan Sebastian. It creates a flanker to sister “Que Buena 106.7” KCHX Midland against Permian Basin Broadcasting’s “La Caliente 101.3” KMMZ, Jerry Benavides’ “La Raza 105.9” KXQT, and Stellar Media’s “Q108” KQLM.
KCRS-FM was the only Mainstream CHR in the Midland/Odessa market featuring Premiere Networks’ Elvis Duran in mornings. It ranked seventh in the market with a 4.3 share in the Fall 2025 Nielsen Audio ratings. The move leaves Townsquare Media’s market leading Rhythmic CHR “B93” KZBT and Hot AC “Mix 97.9” KODM as the only current intensive stations in the market.
