[atlantaprog] Re: Radio listeners in Atlanta

Guess what?

The number 1 radio station in Atlanta for men and women 18-34 is V-103. The number 2 radio station in Atlanta for men and women 18-34 is the new Mexican FM radio station, Viva 105.3, which has only been on the air for about four months.

It's owned by Clear Channel, which also owned the radio station in its previous incarnation as a country music station.

So Mexican music is now bigger than any flavor of rock (classic, hard, soft, lite, alternative, DaveFM) or country in Atlanta.

I listen to Viva 105.3. It plays a variety of styles of Spanish-language pop, but NOTHING in the Latin jazz, Afro-Cuban or Salsa veins--which is what used to spring to mind when I thought of Latino music.

Maybe we all ought to go to Baja Prog next month and learn to write in psychedelic Spanish.

--Wheat Williams

Atlanta's all-Latino radio airs with gusto

By RODNEY HO
The Atlanta Journal-Constitution
Published on: 01/26/05

Viva 105.3, Atlanta's new Spanish-language music station, blasted expectations in its first rating period, reflecting the powerful growth of the city's Hispanic population and mirroring national trends.

For fall, its first appearance in the quarterly Arbitron ratings, Viva debuted in second place behind seminal urban station V-103 among 18- to 34-year-olds.

"We just blew the roof off," said Victor Martinez, Viva's 29-year-old program director and the drive-time host known as Victor Victor. "We are way beyond expectations."

Viva's success underscores the fact that metro Atlanta has one of the fastest-growing Hispanic populations in the nation.


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