Since the debut of Emmis’ “Latino 102.7” K274AX in May, it and sister Regional Mexican “107.1 La Z” KLZT have cut into Univision’s pair of Regional Mexicans “La Que Buena 104.3” KLQB Austin and “La Jefa 107.7” KLJA Georgetown.
Now to counter, Univision has revamped its two stations in the market. 104.3 KLQB has taken the “La Jefa” brand from 107.7 with a Regional Mexican format dedicated to “the greatest hits of all time” with core artists including Vicente Fernandez, Tigres Del Norte, Banda Recodo, Heavy, Espinoza Paz, Joan Sebastian, Duelo, and La Arrolladora Banda Limon.
Meanwhile 107.7 KLJA is now “El Sancho“. Describing the new format as Regional Mexican Top 40 with “the new generation of bands”, the station is highlighting artists such as Gerardo Ortiz, Roberto Tapia, and Julion Alvarez. The Sancho name translates to meaning the “Other Man” and the station’s logo shows a guy running out of a door holding his pants. Interesting imagery for a station.
In the August 2013 PPM’s 104.3 KLQB registered a 2.8 share and 107.7 KLJA a 1.5.