With the closing of its $35 million purchase of KXOS Los Angeles from 93.9 Holdings/Grupo Radio Centro, Meruelo Media has flipped the station from regional Mexican to “Cali 93.9 Reggaton y Mas” (Reggaton and More).
The flip occurred at, appropriately enough, 9:39am Thursday (July 18), the morning after Meruelo closed on KXOS and a separate $43 million deal for rock KLOS Los Angeles (95.5) from Cumulus Media.
“Cali 93.9 features the best up tempo hit music by today’s Latin superstars,” interim PD DJ E-Man said in a release. “Cali 93.9 is the new home of superstars like J Balvin, Maluma, Bad Bunny and Cardi B. These artists are mass appeal, from being featured at Coachella to the Grammys. Cali 93.9 is the sound of Southern Cali.”
With the change in ownership, KWHY-TV General Manager Irma Barrios adds oversight of “Cali 93.9,” while Meruelo Media VP/Marketing Dianna Jason assumes marketing responsibilities for the station. On-air talent and additional department heads will be named shortly, the company said. Meruleo Media has applied for new call letters KLLI for the station.
“Cali 93.9 will be the most ‘Caliente’ station in Cali,” Meruelo Media President Otto Padron added. “Not just because the music transcends language as it has exploded into mainstream popularity, but because we will place this format on one of the most powerful radio signals in Los Angeles, the new Cali 93.9.” KXOS is an 18,000-watt Class B signal.
As earlier reported by Inside Radio, Meruelo’s executive team is taking control of KLOS operations, with Padron serving as interim Market Manager, Tomas Trujillo overseeing the day-to-day operations, David Criscitelli, VP of Meruelo Media Client Solutions, looking after sales, and Jason handling communications and marketing. Keith Cunningham will continue as KLOS Program Director. Barrios also oversees KLOS.
Meruleo also owns rhythmic CHR “Power 106” KPWR in the market and the classic hip-hop simulcast of KDAY Los Angeles and KDEY Riverside-San Bernardino.