A trio of markets have seen new Spanish language brands launch on HD Radio subchannels in the past few weeks.
iHeartMedia launched “La Mezcla 94.9-HD2” on WZTU-HD2 Miami Beach. The station is running Spanish Mixes and promoting itself as “La Casa de los Miami Dolphins”. No word yet on whether the Dolphins will be moving their gameday broadcasts from Spanish CHR “Tú 94.9” WZTU to their HD2 after one year on the primary signal.
MediaCo debuted Regional Mexican “La Buena 97.1” WQHT-HD2 New York. The format had been unavailable in New York since Univision’s “Que Buena 92.7” WQBU-FM Garden City flipped to Spanish AC in 2019 and was subsequently sold. The station is utilizing programming from MediaCo’s recent acquisition of Estrella Media including the KBUE/KBUA/KEBN Los Angeles based Don Cheto morning show running live in middays and ‘El Papí’ in evenings.
Omega Media Broadcasting launched Spanish CHR “Rumba 107.3 HD2” on Rubber City Radio’s 107.3 WNWV-HD2 Elyria/Cleveland OH. Omega Media Broadcasting head Daniel Melendez previously programmed TSJ Media’s network of stations in Ohio including the former “Mega 87.7” WLFM-LP Cleveland.