DALLAS Clear Channel Radio has launched a new Spanish-language programming initiative that will convert some 20 to 25 stations to Hispanic formats, the company said. To oversee the operation, Alfredo Alonso has been named senior vice president of Hispanic radio.
In the next 12 to 18 months, the San Antonio media provider 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, the company said. CCR currently carries Spanish-language programming in 18 stations across the U.S.
The first station to be launched under the initiative is VIVA (WWVA 105.3 FM and WVWA 105.1 FM) in Atlanta. Programming will focus on Spanish contemporary music, according to regional tastes. In other markets, a wide array of Hispanic formats will be explored, including regional Mexican, tropical and contemporary, the company said.
Spanish-language radio veteran Alonso will oversee programming, strategy and the rollout of CCR's additional stations. He most recently served as vice chairman, president and chief executive officer of Mega Communications, a 20-station group based in New York. In addition, Alonso is credited with creating the "Mega" and "La X" format concepts and founding the Spanish-language weekly radio trade newspaper, Radio Y Musica.
CCR is a division of Clear Channel Communications.