Latino (vs.) Power

Never mind the launch of "Jack" or "Jill" -- the real game changer in the L.A. radio market could very well be this past weekend's birth of Latino 96.3.

The station -- which goes by the call letters KXOL-FM -- will focus on the rising sounds of Reggaeton, which is a sort of high-energy Spanish hip-hop. And it threatens to take listeners away from market leaders like Power 106 and KIIS-FM.

From station owner SBS' press release:

Latino 96.3 is designed to be "the" station for young Hispanic Angelenos between the ages of 18 and 34. The quantifying/qualifying moniker "Latino" serves the dual purpose of proudly proclaiming the cultural identity of the station's huge base of loyal listeners as well as that of the station's ownership and management. It is an intended rallying cry for unity from a community that is today a dominant force not only in Southern California but also throughout the United States.

Latino 96.3 will highlight Reggaeton, an upbeat music genre with roots originating almost 20 years ago in Panama and Puerto Rico that's fast becoming the hottest new musical trend among Spanish - speaking audiences throughout the world. The music mix also includes hip-hop elements appealing to young Hispanics in Los Angeles.

On-air featured Reggaeton artists include Daddy Yankee, Ivy Queen, Don Omar, and Tego Calderon as well as Spanish hip-hop artists such as Pitbull and local Los Angeles groups Ozomatli, Crooked Stilo and Akwid.

As part of its on-air kickoff campaign, the new Latino 96.3 will guarantee sixty minutes of continuous music, all summer long. SBS will also immediately commence a nationwide talent search for its new live 24/7 on-air staff.

"It's exciting to target the Hispanic youth of Los Angeles, which also happens to be a majority of this market's radio listeners", commented David Haymore, Vice-President/General Manager of Latino 96.3. "It's about time the country's number one radio market has a station that features this unique mix of music for these listeners," added Mr. Haymore.

Power 106 isn't taking the challenge lightly -- owner Emmis happens to own the antenna that SBS leases to transmit Latino 96.3, and notes that it has an agreement in place barring SBS from turning the station into a Power competitor. Look for a big legal fight ahead.