Update 5/15 5:05pm: SBS Spanish CHR “Latino 96.3” KXOL has flipped to Spanish AC “Mega 96.3”

Dropping English language crossover artists and Reggaeton with the new format, KXOL is focusing on “Mega Estrellas” such as Shakira, Romeo, Enrique Iglesias, and Prince Royce.

KXOL was the lowest rated commercial Class B FM in the Los Angeles market in the April 2014 Nielsen Audio PPM ratings with a 1.7 share albeit up from a 1.5 in March. The new format positions KXOL more directly against Univision’s “107.5 K-Love“. KLVE was the most listened to Spanish language station in the Los Angeles market last month with a 3.6 share.

Spanish Broadcasting System, Inc. (SBS) announced today the launch of Mega 96.3FM (KXOL-FM- 96.3FM) , a radio station targeting Los Angeles’ Hispanic young adults in the highly sought-after 18-49 demographic. Mega 96.3FM provides its listeners with a unique blend of up tempo, energetic and entertaining programming, appealing to a diverse Latino audience.

Formerly, Latino 96.3FM , the new Mega 96.3FM began broadcasting today, supported by imaging from the international superstars, Shakira, Romeo Santos and Enrique Iglesias . Directly targeting the Los Angeles millennial generation, Mega 96.3FM’s captivating mix of Spanish-Rhythmic-Pop positions the station as the most innovative and cutting edge format in the marketplace. The music mix will provide an upbeat blend of pop hits, pop ballads and Bachata, and will also feature a tropical feel, giving today’s listeners the variety they appreciate. Mega 96.3FM is the country’s first Latino general market radio station that appeals to all Hispanics.

Mega 96.3FM becomes the third SBS Radio station to broadcast a market-specific version of the “Mega ” brand that has a proven track record of being #1 in New York and Puerto Rico and is recognized as one of the most successful brands in radio broadcasting history. The new Mega 96.3FM station will benefit from a stronger signal, a stronger brand and a stronger format. Mega 96.3FM will leverage SBS’ multi-platform assets – as well as its vast infrastructure and relationships – to create special events, one-of-a-kind national and local promotions, innovative technologies and products by artists such as Shakira, Romeo Santos, Alejandro Fernandez, Enrique Iglesias, Ricky Martin, Prince Royce, Ricardo Arjona, Wisin & Yandel and many more.

“Spanish Broadcasting System has consistently pushed beyond the traditional boundaries of radio to reach millions of Latinos through a premiere combination of broadcast, online and mobile assets, as well as a dynamic and growing live entertainment platform,” said Raul Alarcon, President, CEO and Chairman of SBS . “Our strong connections with the top-talent in Latino pop music and our proven promotional and programming expertise has supported our efforts to expand our brands nationally and extend our audience. Wherever Latinos want to access our content, we’ll be there with the most innovative formats via broadcast, online and live.”

“Radio is both our history and the foundation upon which we will continue to grow our company moving forward,” continued Mr. Alarcon . “As we evolve our company, we will continue to serve our increasingly diverse audience and local communities with the best content – music, news, emergency information, and public service — wherever they expect it, while supporting advertisers, strategic partners, music labels and artists with creative, multi-platform marketing opportunities that reach, activate and engage target audiences like no one else.”

“Our extensive research in the Los Angeles market showed a need for a distinct format that fits the diversity, passion and energy of one of the hottest cities in America,” stated Jesus Salas, EVP of Programming of SBS Radio . “We are confident Mega 96.3FM will become an instant favorite among the Angelenos.”

In addition to its revolutionary music format, Mega 96.3FM will also feature some of the hottest and most dynamic on-air talent in Los Angeles . The talent line-up will be announced in the coming days.

“We are very excited to introduce Mega 96.3FM to Los Angeles,” stated Bill Shadorf, VP West Coast Market Manager of SBS . “With this refreshing of the brand and format we will meet the needs of a wide variety of listeners in the nation’s largest Hispanic radio market.”

Mega 96.3FM joins the SBS Radio Los Angeles family with sister station 97.9FM La Raza .