Emmis targets Univision in Austin.

Seeing an opportunity after Border Media flipped three of its four Austin stations to English-language formats earlier this month, Emmis is swooping in with a new regional Mexican station.

The process starts today at 5 pm when a 10-day simulcast of adult alternative KGSR (107.1) begins at 93.3. That’s been home to “Hot 93.3” KDHT since 2003. The airstaff was removed earlier this week and now the rhythmic CHR format follows them out the door.  By November 30, KGSR will be permanently ensconced at 93.3 and Emmis will launch its first Spanish-language regional Mexican format at 107.1.

With four signals, Univision dominates Austin’s Hispanics, which account for 28.4% of the market’s population.  Border Media’s cancellation earlier this month of regional Mexican “La Ley” KXBT (98.9) and the Spanish hits simulcast of “Digital 104.9” KHHL and “Digital 92.5” KXXS made room for a new challenger.

Emmis says the new station, whose name and line-up it hopes to keep under wraps until launch time, “will include personalities already familiar to Austin’s Spanish-speaking community, as well as dynamic, new talents.”  In other words, expect some of Border Media’s former talent at 107.1 (Emmis leases Spanish hits KXOS, Los Angeles to Mexico’s Grupo Radio Centro.)  The 49,000-watt C2 puts a city-grade signal over the bulk of the Austin Hispanic market. At its new 93.3 signal, KGSR will be one of only a handful of stations that beams 100,000 watts from a 2,000-foot tower built just for a single FM, covering a very wide swath of Central Texas, including the Killeen-Temple market.

Emmis says the frequency flip “will optimally allow the respective stations the ability to best reach the communities they serve.”  KDHT trended down for the past two surveys to a 3.9 12+. It’s exit should boost the Aloha Station Trust’s similarly- formatted “the Beat” KFMK, which hasn’t gotten above a two-share in more than a year.