A producer and distributor of Spanish-language syndicated programs across stations in the U.S., Mexico, Puerto Rico and Central America — including programs hosted by such well-known air personalities as Alex “El Genio” Lucas, Chiquibaby, and Armida y La Flaka, has just launched a 24/7 radio station of its own.
MLC Media has acquired the rights to operate 7.5kw XHLNC-FM 104.9, a Tijuana-based station with a city-grade signal over San Diego’s southern metropolitan area.
As such, it will use XHLNC as the broadcast home for a format it hopes to syndicate to other markets.
Introducing “Más Flo,” which debuts Wednesday (12/18) as the first Latin Urban station to serve San Diego and Baja California Norte.
In a 21st century nod to prior uses of Mexico-based stations to target U.S. listeners, “Más Flo” will broadcast from Los Angeles. In the early 1980s, XTRA-AM “The Mighty 690” was a largely automated Top 40 that saw it target Los Angeles. In the 1990s, it was XEGM-AM 950 that attracted listeners in L.A. for edgy Spanish-language talk hosts who since went on to fame in the U.S.
But, to be clear, Más Flo is targeting “the 619” and will not market itself to L.A.
“The time for Más Flo to be part of the San Diego-Tijuana market couldn’t be any more precise,” says MLC CEO Carlos Moncada. “We see the audience trends and the huge following this music genre has with the younger generations that we are certain Mas Flo will be a total success.”
The arrival of Más Flo puts an end to a Spanish-language Adult Hits format branded as Toño, in place since March 2018. Before that, it aired a Classical format as “XLNC1.”