Infinity launches Spanish in DC
Well, this certainly isn't "bringing back the old 'HFS"! (12/6/04 RBR #236): Exercising its fairly recent deal with Spanish Broadcasting System, which included an equity interest in company (10/6/04 RBR #195), Viacom's Infinity launched a new Spanish-language station in Washington, D.C (and also serving Baltimore and Annapolis, MD). "El Zol" 99.1 WHFS-FM will play a current hit blend of Caribbean and Central American dance music and is targeted to adults 25-54. The station launched yesterday at 12:00 Noon. SBS served as a consultant to and advised Infinity on the reformatting of the station. There are plenty of Spanish AMs in the DC area (12). But the only FM competitor in the market is Mega Communications' suburban simulcast of WBZS-FM and WBPS-FM and that doesn't reach large areas of DC's northern suburbs.
"We have made clear our desire to expand into this burgeoning market and believe this move marks an important step in our commitment to Spanish radio," said Joel Hollander, Infinity President/COO. "There exists a tremendous opportunity for Infinity to launch a Spanish-language format in Washington, D.C. where almost 10% of the population is not being directly served. El Zol will be the most powerful Spanish radio station in the area and will provide listeners with the music, entertainment and information relevant to the many segments of the Latino culture."
The Hispanic population in DC has grown more than 25% in the last four years to an excess of 400,000, and is expected to continue to be the fastest growing segment of the metro area in the coming years. During the station's initial launch phase, El Zol will play hits from such artists as Juan Luis Guerra, Marc Anthony, Hermanos Rosario, Monchy Y Alexandra, and Victor Manuelle, among others. On-air personalities will be announced at a later date.
Meanwhile, Infinity will try to place the former WHFS staffers elsewhere in the company. Morning Duo "The Sports Junkies" may make their way back to sister station WJFK-FM. They used to be the afternoon drivers there. For the early history of 'HFS
Check out DCRTV's WHFS Tribute.