Border Media Partners announced the Rio Grande Valley’s (McAllen-Brownsville-Harlingen) newest stations, “Super Tejano – Where Tejano Lives,” on 102.1/95.3 FM. The simulcast launched 8/15 at 5:00 p.m. KBUC/KZSP “Super Tejano” targets Adults 25-54. Border decided to flip its Real Country (KBUC) and Adult Hit (KZSP—Jack FM) formats to Super Tejano after market research indicated the Tejano format is one of the most the prized of all radio formats in the minds and hearts of Rio Grande Valley’s Hispanic community. KZSP was simulcasting with KJAV-FM 104.9. KJAV keeps the Jack FM format.
Said Jane Smith, VP/Market Manager for Border Media RGV: “Living the past 30 years in the Valley, I understand the strong connection our local listeners have to Tejano Music. To be able to return Tejano to the RGV and to our Border Media family of stations will fill a void that our clients and listeners have requested. With 102.1 and 95.3 simulcast, we will have full signal coverage in the entire Rio Grande Valley with the best Tejano has to offer.”
When the switch was flipped, the first song to play was “Soy de Tejas – Estevan Jordan”, which is a true Tejano anthem, with the opening line that says “Soy de Tejas, y es mi orgullo ser Chicano” (I’m from Texas, and I’m proud to be Chicano).
With the addition of Super Tejano to its Spanish radio properties, Border says it will cover the entire spectrum of the Hispanic radio market in the Rio Grande Valley. Their other Spanish language stations in the market include:
XHRR/KESO: La Ley on 102.5 FM and 92.7 FM (Mexican Regional)
XAVO: Digital on 101.5 FM (Spanish Pop)
XCAO/XEGH: La Lupe on 89.1 FM and 620 AM (Mexican Oldies)