Jason Riveiro, WOXY's new Market Manager, sums up what hesees as his company making broadcast history.
"This is the first time that Cincinnati has had an FM Spanishlanguage 24/7 radio station, and that's a big deal to the hispaniccommunity specifically."
Their broadcast booth is so new, they were still putting in thepieces between temporary DJ Gil Garcia's rapid fire Top 40 radiobanter.
"There's a great need. There's a tremendous isolation in thehispanic community," says Josh Guttman, Managing Partner for thenew WOXY. "We have to provide something to the community thatallows them to get daily information."
The station is taking over the historic WOXY call letters andit's frequency, 97.7 FM.
The former 'Future of Rock and Roll" is now "La Mega," playingall Spanish top 40, with breaks for news and commercials cateringto the growing hispanic community.
"Our antenna is going to be able to reach from Dayton toNorthern Kentucky, so we're estimating around 120-125,000 latinolisteners," says Riveiro.
Among those are many shoppers at El Valle Verde supermarket inCarthage.
Jennifer Rodriguez says she "likes romantic music," andwill listen to it as she drives to work in the morning.
Ronaldo Mendez sees the radio station as a way to stay on top ofwhat's happening. "I really like to hear news, commercials andmusic, too."
That's exactly what the officials from the station want tohear.
For years, parent company TSJ Media has been the publishers ofthe local weekly Spanish newspaper La Jornada Latina.
They say the time is right for La Mega.
Copyright Copyright 2010 The E.W. Scripps Co. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.