All Spanish radio takes to the airwaves in the Tri-State

Jason Riveiro, WOXY's new Market Manager,  sums up what he sees as his company making broadcast history.

"This is the first time that Cincinnati has had an FM Spanish language 24/7 radio station, and that's a big deal to the hispanic community specifically."

Their broadcast booth is so new, they were still putting in the pieces between temporary DJ Gil Garcia's rapid fire Top 40 radio banter.

"There's a great need. There's a tremendous isolation in the hispanic community," says Josh Guttman, Managing Partner for the new WOXY. "We have to provide something to the community that allows them to get daily information."

The station is taking over the historic WOXY call letters and it's frequency, 97.7 FM.

The former 'Future of Rock and Roll" is now "La Mega," playing all Spanish top 40, with breaks for news and commercials catering to the growing hispanic community.

"Our antenna is going to be able to reach from Dayton to Northern Kentucky, so we're estimating around 120-125,000 latino listeners," says Riveiro.

Among those are many shoppers at El Valle Verde supermarket in Carthage.

Jennifer Rodriguez says she  "likes romantic music," and will listen to it as she drives to work in the morning. 

Ronaldo Mendez sees the radio station as a way to stay on top of what's happening. "I really like to hear news, commercials and music, too."

That's exactly what the officials from the station want to hear.

For years, parent company TSJ Media has been the publishers of the local weekly Spanish newspaper La Jornada Latina.

They say the time is right for La Mega.