Clear Channel Radio Announces Aggressive, Multi-Market Roll-Out for New Spanish-Language Programming Initiative
Spanish-Language Radio Veteran Alfredo Alonso Named SVP, Hispanic Radio; Will Oversee Programming Strategy and Rollout
Expanded Commitment Builds On Existing18 Stations Already Carrying Spanish-Language Programming
San Antonio, Texas, September 16, 2004 – Clear Channel Radio today announced an expanded commitment to Spanish-language programming with an aggressive, multi-market initiative aimed at converting stations across a full range of market sizes to Hispanic formats. Under the plan, some 20 to 25 stations will be converted in the next 12 to 18 months alone. Leading the initiative will be long-time Spanish-Language radio veteran Alfredo Alonso, who today was named to the newly created position of Senior Vice President of Hispanic Radio.
“The Hispanic radio audience remains largely underserved, especially outside the largest markets,” said John Hogan, chief executive officer of Clear Channel Radio. “We have a unique opportunity to participate in this rapidly growing, important sector and are committed to creating the highestquality offering in the market. Alfredo helped create Spanish-language radio more than 15 years ago and his expertise will ensure we deliver the highest-quality programming for this audience.”
“It’s a momentous day for the Spanish radio industry,” said Alonso. “While the strides made in serving the Hispanic radio market have been significant to date, this represents an evolution in Spanish-language radio. My focus will be on identifying opportunities to bring Spanish language radio formats to all-sized markets, with unique radio stations that are as diverse as the Hispanic market itself.”
Under the plan, Clear Channel Radio will significantly expand choice and availability, complementing existing Spanish-language programming in markets that currently offer Hispanic radio while introducing unique programming to markets that do not.
Spanish-language programming varies considerably according to regional tastes. The first station to be launched – WWVA-FM 105.3/WVWA 105.1-FM, VIVA in Atlanta – will focus on Spanish contemporary music. With this initiative, Clear Channel Radio will explore a wide array of
Hispanic formats, including Regional Mexican, Tropical and Contemporary, among others encompassing all genres of Spanish-language music. Clear Channel Radio currently carries Spanish-language programming on 18 stations across the U.S.
“This is a huge win for Clear Channel and for listeners of Spanish-language radio who want more and better choices,” said Mario Giovatto, President of Giovatto Advertising, Paramus, NJ. “Other radio operators will be hard-pressed to match this initiative’s scope or resources.”
“I am thrilled to become part of John Hogan’s team and look forward to working w
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