Viva Combo Moves To La Kalle

Univision Radio switched its Bay Area "Viva" simulcast (KVVZ/100.7 in San Rafael and KVVF/105.7 in Santa Clara) to "La Kalle — Reggaetón y más" this morning (June 27) at a few minutes past 10 a.m.

I haven't seen the press release from Univision Radio yet, but the company switched their New York City duo over to what it described as "a new youth-targeted Spanish-language radio station" on May 27, noting that the format caters to "Hispanics in the highly sought-after 18-34 demographic."

Univision's New York launch announcement also explained, "La Kalle’s high-energy format will primarily feature Reggaeton and Latin Hip-Hop music. Reggaeton, a relatively new genre of dance music that originated in Puerto Rico and derives from a blend of Latin tropical sounds, Jamaican reggae music and urban hip-hop, has taken the New York market by storm. A recent Nielsen SoundScan report of Latin Album sales found that 8 out of the top 10 albums sold in the New York area were of Reggaeton music. Reggaeton is hotter in New York than in any other major U.S. city."

As "Viva," the combo had posted numbers in the low ones over the past year in the San Francisco Arbitron ratings (most recently landing in a three-way tie for the #25 spot), with slightly higher numbers in the San Jose book.

(A special tip of the cap to David Eduardo for the scoop on this one!)

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