Spanish Broadcasting System SBSA announced the on-air debut of its new Spanish-language FM radio station, KXOL ("El Sol 96.3") in Los Angeles with a massive 50,000 songs-in-a-row listener promotion. KXOL's unprecedented, commercial-free summer of music will serve the dual purpose of clearly positioning the station's music policy as it simultaneously builds a loyal listener base from among the more than six million Hispanic residents of Southern California.
The "Verano del Sol" ("Summer of Sun") kick-off promotion will be augmented by on-air cash giveaways totaling over a quarter of a million dollars to lucky winners who correctly identify certain songs at regular intervals during the 50,000 song countdown. External marketing of the new format is expected to be extensive and is slated to include television, billboards, Internet, and print advertising.
On hand for the station launch at the new KXOL studios near Century City was the popular Mexican musical group, Los Temerarios, as well as other celebrities and artists from the Latin music industry.
El Sol 96.3 will target 25 to 54 year old Hispanic adults with a combination of Spanish Adult Contemporary music, personalities and contests. With its full 50,000 watt Class B FM signal, KXOL will be the strongest Hispanic radio station in the market.
Raul Alarcon, President and CEO of SBS stated, "With the addition of KXOL to our existing KLAX radio operation, the company will own two premier full-power FM facilities with the best programming talent in the business operating in the nation's largest radio revenue market. I am confident of the strategic role KXOL will play in the future growth of SBS and I very much look forward to delivering Los Angeles listeners and advertisers the very best that Spanish radio has to offer," added Mr. Alarcon.