Waterloo Media has flipped Hot AC “Lucy 93.3” KGSR Cedar Park/Austin TX to Spanish CHR “Latino 93.3“.
The station is promoting a mix of Bachata, Reggaeton, and Tropical music from artists including Bad Bunny, Karol G, Maluma, Shakira, Daddy Yankee, Mark Anthony, and Romeo Santos.
The move resurrects the brand that had been heard on the company’s 102.7 K274AX Austin until May 2021. Waterloo would also briefly bring the format back to that frequency from January through July 2022 as “Mega 102.7“.
The move gives 93.3 its fifth brand in as many years. Then AAA “Austin City Limits Radio” moved to 97.1 in June 2019 to clear the way for the launch of Soft AC “Star 93.3“. Eventually evolving to Hot AC in early 2020, the station would then move to a short-lived TikTok influenced CHR format in September 2020 as “93.3 Austin“. After moving back to Hot AC two months later, KGSR would rebrand again as “Lucy 93.3” in January 2021.
KGSR Program Director Jay Michaels and Music Director Bailey Heath remain in the same role at AAA “97.1 Austin City Limits Radio” K246BD/KGSR-HD2. The duo had been hosting afternoons on KGSR. The former “Lucy 93.3” brand registered a 1.9 share in the May 2023 Nielsen Audio ratings.
Debuting at 9:33am Wednesday (July 12th), “LATINO 93.3” is Austin’s only contemporary Spanish-language station. With the mission to serve today’s multi-cultural Hispanic community in Central Texas, the station provides fun, informative, culturally relevant, Spanish-language content and music that matches the audience’s lifestyle.
Presented primarily in Spanish, “LATINO 93.3” sets the trend for Austin’s vibrant, hip, outgoing, and ever-growing bilingual population. The station will play a combination of Bachata, Reggaeton, and Tropical music from artist such as: Bad Bunny, Karol G, Maluma, Shakira, Daddy Yankee, Mark Anthony, Romeo Santos and more.
This story first appeared on radioinsight.com