Hispanic radio is thriving in northern Utah 10 months after the launch of “La Sabrosa, 104.5 FM.” Morning host Juan Luna, who first worked in radio in 1980 in his native Dominican Republic, said the word is spreading among the estimated 20,000 Hispanics in Cache Valley. “Things are going well, we have good numbers listening to La Sabrosa,” said Luna, who receives several dozen unsolicited calls every day during his 6-10 a.m. on-air shift. He said the radio station’s music content reflects the audience, which some estimates place at over 90 percent Mexican. “Most of the music we play is for the Mexican people,” said Luna, “and the second largest population comes from Peru and number three is Guatemala.” Luna said it’s normal that from time to time there is a problem with lack of participation at activities among Latinos in Cache Valley because not enough of them are aware of the events. That, he said, is changing because of La Sabrosa. “I get calls from everywhere including in Preston and Grace up in Idaho, sometimes from Ogden,” said Luna, “and it’s just people up early, milking cows and taking care of their jobs. They call to say they listen every morning and they appreciate the music and the news we provide.” In addition to the music, Luna said he tries to pass along news he gathers from wire services and Internet sources in a way that will satisfy the curiosity of the many nationalities represented in his audience. Luna’s morning program leads the audience into La Sabrosa’s around the clock musical programming, 24 hours a day. Station management is pleased with the “buzz” that La Sabrosa has created. It is a growing population in the valley and they’re very meaningful consumers,” said Kent Frandsen, Cache Valley Radio Group owner. “We feel it’s important to be talking to them and providing an on-air product they can relate to and be part of.” Frandsen said it is important to appeal to advertisers who would welcome Hispanics into their businesses. La Sabrosa programming originates from KLZX HD2 and is simulcast on a translator at 104.5. The Federal Communications Commission allows HD sideband channels to be rebroadcast on translators in the designated station’s main broadcast area.
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