I've got a whole city to hold down

July 07, 2005

Reggaeton radio

Robert Feder in today's Sun-Times:
Univision Radio is pulling the plug on "Viva," the Spanish-language pop/rock simulcast on WVIX-FM (93.5) and WVIV-FM (103.1).

As of midnight tonight, the two stations will be transformed into "La Kalle," airing a high-energy version of reggaeton dance music geared to listeners between the ages of 18 and 34.

"We are excited to launch 'La Kalle' to meet the needs of the younger Hispanics in the Chicago area," said Gary Stone, senior vice president and chief operating officer of Univision Radio. "Our research demonstrated a strong desire for a reggaeton-formatted station, and we have delivered."

Reggaeton originated in Puerto Rico and combines Latin tropical sounds, Jamaican reggae music and hip-hop.

On-air personnel is expected to remain the same.
View the Viva page here. Its content hasn't yet been converted to reflect the format change.

Update: I just learned the ugliest new made-up marketing term to befoul the English language, possibly ever: Hurban. Thanks, corporate commercial radio doodz.