KXBT/Austin To Become 'La Que Buena'
February 26, 2007 at 2:18 PM (PT)
As first reported on ALL ACCESS yesterday (NET NEWS 2/21) Top 40/Rhythmic KXBT (THE BEAT 104.3)/AUSTIN will be spun off from ENTERCOM to UNIVISION, which will rebrand the station as "LA QUE BUENA." The station will play a Spanish-language Regional Mexican format and will move up the dial to 104.9.
ENTERCOM VP/Market Manager MELISSA FORREST said, "It is my understanding, based on the sales materials that they have sent out to clients that I have seen, that they are launching 'LA QUE BUENA' and will feature PIOLIN POR LA MANANA."
In a memo to employees at ENTERCOM, FORREST said the company is still committed to AUSTIN, but that it couldn't provide full-market coverage of the AUSTIN area with KXBT's limited signal reach. "It does, however, offer excellent coverage of the Spanish-speaking population," the memo said.
ENTERCOM would not say if THE BEAT's format would return on another frequency.