With the recent transition of a heritage Columbus, Ohio, Alternative brand to streaming-exclusive operations, the future of the FM was one of speculation. It’s now known Hispanics of Mexican descent are the target. Urban One is the operator.
Urban One’s Columbus station group has entered into a Local Marketing Agreement (LMA) to assume operating responsibility for WWCD-FM 102.5 from Southern Ohio Broadcasting System.
Urban One Columbus will be jumping into the local radio Hispanic market by running the station as “La Grande 102.5 FM,” as of 10am ET Friday.
The new format mixes Regional Mexican and cumbias, with Urban One pairing La Grande with Telemundo affiliate WQMC-TV in Columbus.
Urban One acquired the Telemundo Columbus affiliation in January 2020.
“We are pleased to expand our footprint again in Central Ohio by reaching the fastest growing segment of the population, inclusive of the Mexican community and growing Central and South American communities.” says Regional Vice President Eddie Harrell Jr. “Combined with our African American targeted radio/television assets, we are now the largest single source provider of content to African Americans and Spanish speaking residents in Central Ohio.”
Census data over the past couple decades have demonstrated that Central Ohio is a welcoming region to live, work, and raise a family for Spanish-speaking residents.
Urban One Columbus includes Bounce TV Columbus and radio brands Power 107.5/106.3FM, Magic 95.5FM, and Joy 107. Those stations serve the African American community through their radio and digital platforms.