Access.1 launches “La Invasora 1600AM”

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WWRL-Invasora2Access.1 has officially flipped WWRL-AM, its Progressive/Urban Talker in NYC to Regional Mexican “La Invasora 1600AM.” Access.1 says the flip was made to serve the fastest-growing segment of the New York: Hispanics. They now comprise 29% of the metro, and Mexicans are by far the fastest-growing segment in the Hispanic community as well.


La Invasora  features popular Regional Mexican artists and a lineup of national blockbuster Hispanic on-air stars, La Invasion Mañanera con El Gordo y Mamizukii, Alex “El Genio” Lucas,  Tardes con Iliana Sanchez “La Nena”, Erazno y la Chokolata and SuperGol Sports.

La Invasora 1600AM VP/GM Adriane Gaines commented: “New York City is the 15th largest economy in the world and almost one in four residents are Hispanic. La Invasora 1600AM has an excellent signal which reaches from its home base in New York City, to across the entire metro.  Access.1 has a rich history of serving ethnic audiences, the creation and launch of La Invasora 1600AM in New York is a natural extension of our company’s legacy in providing genuine value to our audiences and advertisers.”

Jesse Rios, EVP of SupeRadio Latino Network said, “This is a great radio station that is going to change the radio landscape in New York City. Mexican Hispanics have long awaited a radio station designed especially for them, and the word on the street is electrifying!  La Invasora 1600AM will serve as the flagship station of the SupeRadio Latino Network, and will provide national programs including Hablando Immigracion con Attorney J.A. Garcia and the Intimidades Show con Betty, an interactive music show, all airing on 1600 AM.”

Access.1 Communications owns the SupeRadio Network, radio stations in New York, New Jersey, Texas and Louisiana, a television station in Atlantic City, NJ; as well as a 49% ownership interest in American Urban Radio Networks (AURN).

RBR-TVBR observation: Univision’s WQBU-FM in that market (Garden City/Long Island) used to feature a Regional Mexican format, but is now Spanish Tropical. It seems like Access.1 saw a major underserved music audience in the market and quickly filled it. This Hispanic market in the Big Apple is diversifying beyond its strong Puerto Rican base. Here in DC, we already have two FMs playing Regional Mexican and a few on the AM dial as well. Expect an FM to make the switch too if WWRL scores big in the ratings.

 


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Carl has been with RBR-TVBR since 1997 and is currently Managing Director/Senior Editor. Residing in Northern Virginia, he covers the business of broadcasting, advertising, programming, new media and engineering. He’s also done a great deal of interviews for the company and handles our ever-growing stable of bylined columnists.