And 'The Beat' Goes On
February 27, 2007 at 7:08 AM (PT)
With a flurry of activity on the AUSTIN radio dial, THE BEAT and its Top 40/Rhythmic format live on in the TEXAS capital. ENTERCOM sold the tower and call letters of KXBT (THE BEAT 104.3)/AUSTIN to UNIVISION, which flipped to Regional Mexican "LA QUE BUENA." ENTERCOM has now sold the intellectual property to BORDER MEDIA PARTNERS (BMP), which owns seven AUSTIN stations.
BMP has hired THE BEAT staff, except for PD DUSTY HAYES, who stayed with ENTERCOM. THE BEAT has a new home at 104.9. To accommodate the switch, BMP’s Spanish KXXS will move from 104.9 to 92.5 and Regional Mexican Oldies KKLB (LA LUPE) will discontinue its simulcast from 92.5 and will be heard only on 1560 AM.
Corporate radio companies just donâ??t understand how popular this format is with the public.
BMP President TOM CASTRO said, "We rescued the format because we believe in it. We know how passionate the listeners are about it. Corporate radio companies just don’t understand how popular this format is with the public. BMP is fortunate to be a smaller and private radio company -- in touch and able to react quickly."
BMP SVP BOB PROUD added, “This is an incredibly positive event, because everyone benefits. It's a win for the listeners who have made THE BEAT #1 in its format, the advertisers who rely on THE BEAT to help build their businesses, THE BEAT employees who might otherwise have been displaced, and for BMP by vaulting us to the top tier among AUSTIN broadcasters."