Univision rebranding WVIV in Chicago


The WVIV/WVIX simulcast is changing format from Hurban, “La Kalle 103.1/93.5” to Maxima 93.5 & 103.1 FM, effective 12/12. The stations include WVIV-FM 103.1 Highland Park, IL and WVIX-FM 93.5 Joliet, IL. The new mix of music will appeal to the broader 18-49 demo. The new format will become an up-tempo presentation of Spanish AC music.  On-air talent will remain in their current shifts. They include Al Sanchez, Katerina “The Blossom”, Mau Mauritius,  Latino Omarcillo and David Miranda

The rollout WVIV Maxima will be supported by a comprehensive promotional campaign on Univision’s local TV and social media platforms.

“We are pleased to roll-out Maxima to our loyal listener base in Chicago,” said Doug Levy, VP/GM, Univision Radio Chicago. “The Maxima brand reflects the wide range of music and the high quality programming WVIV delivers to our listeners every day.”

In 2005, WVIV/WVIX launched Hispanic Urban as “La Kalle”, featuring Spanish hip hop, reggaeton and bachata, a type of tropical dance music. In 2009,  WVIV/WVIX simulcast rebranded as “Recuerdo 103.1/93.5”. The format changed to Spanish Oldies. On 7/1 this year, the WVIV/WVIX simulcast changed their format back to “La Kalle 103.1/93.5” after the format moved from WPPN-FM Des Plaines, IL, which flipped to Spanish AC as “Pasion 106.7”.


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