Quoted from http://zfmq.fimc.net
Legendary Modern Rocker WHFS Flips To Spanish
January 12, 2005
At noon today, Infinity flipped long-time Modern Rocker WHFS/Washington, D.C. to "El Zol" 99.1. The new format will play "a mix of salsa, merengue and bachata" Caribbean and Central American dance music music. Spanish Broadcasting System consulted and advised Infinity on the new format. The two companies announced an alliance last October.
"We have made clear our desire to expand into this burgeoning market and believe this move marks an important step in our commitment to Spanish radio," said Infinity President/CEO Joel Hollander. "There exists a tremendous opportunity for Infinity to launch a Spanish-language format in Washington, D.C. where almost 10% of the population is not being directly served. El Zol will be the most powerful Spanish radio station in the area and will provide listeners with the music, entertainment and information relevant to the many segments of the Latino culture."
In the official statement, Infinity notes that the Hispanic population in the nation's capitol has grown more than 25% in the last four years to over 400,000.
An Infinity spokesperson told FMQB the company is working to place as many WHFS employees at other positions within the company and will be seeking a new program director for the station.
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2 comments:
So what is your opinion on that? I don't listen to much but Public Radio but it seems a shame that the one sort of alternative radio station in the DC area has now gone. I misheard the news report last night and thought it had just changed for a few minutes or something, not forever.
Well, for those of us who grew up listening to WHFS it was a surprise, but I suppose the telling thing is that I haven't listened to them for years. Maybe the audience outgrew the station and the younger listeners never tuned in because they were playing the same old stuff. Sort of Darwinian in a way.
I also think this is a big indicator of the changing face of the DC area. We are more culturally diverse than ever before and the media outlets are going to try to serve the markets where they see the most potential. Right now the hispanic population is growing tremendously, so it makes economic sense to produce Spanish language programming (and advertising). If it really is 10% of the market, as Infinity says, then that's a big group of people that they will reach that they never got to before.
Eventually we will probably have "All Things Considered" in Spanish too!
Thoughts?
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