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Hispanic radio specialist Norsan Media launches Latin hip-hop/R&B WYKB Jacksonville (105.3), which the company is in the process of purchasing from NIA Broadcasting for $1 million. The station, which was previously programmed as a country outlet, targets young Latinos and complements the company’s regional Mexican and tropical stations in the market.

“We continue to look for ways to engage with the growing Hispanic audience in the U.S., and markets have an appetite for more options on the genres of music we provide, the new station will fill a gap in the Latin urban genre in the city,” company President Natalia Sanchez said in a release.

Norsan already owns Tropical “Latina 92.1” WJXR, which is simulcast on WEWC (1160) and the regional Mexican “La Raza” simulcast WNNR/WVOJ (970/1570) in the Jacksonville market.

“We have a special connection to Jacksonville since this is where we launched our first radio station,” CEO Norberto Sanchez added. “We have been researching the market for some time and believe now is the right time to expand there.”

The Charlotte-based Norsan Media owns more than radio stations in Florida and the Carolinas, along with three TV stations and a weekly regional digital and printed publication.