KMVN Debuts 'Exitos' Format, KLVE Returns Fire Online
April 15, 2009 at 7:10 AM (PT)
GRUPO RADIO CENTRO has debuted a Spanish AC format called "EXITOS" on its LMA outlet KMVN/LOS ANGELES, replacing EMMIS' Rhythmic AC, MOVIN 93.9. According to HISPANICMARKETWEEKLY.COM, CEO CARLOS AGUIRRE offered a personal on-air welcome to KMVN listeners right after the station flipped formats.
A six-figure marketing push from agency of record CASANOVA PENDRILL is set to launch this week. The budget includes a $900,000 billboard buy and $500,000 in spot television ads.
It looks like EXITOS is targeting UNIVISION's KLVE (K-LOVE 107.5), which isn't taking the new rival lying down. UNIVISION acquired the 939exitos.com domain; that website directed visitors to crosstown Spanish AC KLVE's website. That site declared, "Hecha aqui en LOS ANGELES para ti" (made here in LOS ANGELES for you), a smackdown of KMVN's imported programming from MEXICO CITY.
However, despite early reports that the new programming is being provided by the company in MEXICO CITY, a GRUPO RADIO CENTRO rep contacted HISPANICMARKETWEEKLY.COM and asserted that the the station is being programmed locally. Additionally, it has registered exitos939.com for KMVN's online home.