L.A. station changes its lingo to English

Spanish-lingo broadcaster Entravision has flipped its KSSC-FM/KSSD-FM (103.1) simulcast to an English dance-music format.

That’s a reversal of fortune for the Los Angeles market, which has seen a number of English-lingo FM radio stations switch to Spanish in recent years — but never the other way around.

Move to English is even more unusual given Entravision’s position as one of the nation’s largest Spanish-language media companies.

But Entravision also operates a handful of English outlets, including Dallas-based dance station KKDL-FM, after which the Los Angeles station will be modeled.

“The Party Station, 103.1 KDL” officially signed on Friday night at 5 p.m. The station previously aired the Spanish contemporary format “Super Estrella.”

‘Estrella’ swap

Entravision opted to change the stations after it acquired Big City Radio’s Los Angeles-based 107.1 triple-cast (KLYY-FM, KVYY-FM and KSYY-FM) in December for approximately $137 million. Entravision then moved “Super Estrella” to the 107.1 frequency, opening the door for a switch on KSSC/KSSD.

The switch reps the third stab at a dance format on the 103.1 frequency. Before it was sold to Clear Channel (which later divested the stations) in 1998, KSSC/KSSD (then known as KACD/KBCD) was known as the all-dance “Groove Radio.”

The stations also had a run in the early 1990s as the dance/alternative hybrid “Mars FM.”

KSSC/KSSD is currently running commercial-free with a mix including songs by Moby, the Fugees and others. Entravision radio VP-programming Haz Montana engineered the change.

Beyond radio, Entravision owns the largest group of Univision and Telefutura affiliates, as well as an outdoor operation and New York Spanish-lingo newspaper El Diario/La Prensa.

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