Has FCC Chairman Ajit Pai’s championing of “AM revitalization” through the introduction of FM translators as a rebroadcast outlet truly revitalized the radio industry? Absolutamente says Hispanic radio veteran George Mier. Thanks to translators serving Tampa and Orlando, his family’s Q Broadcasting is soaring in Central Florida. We learn all about Q’s new heights in this Hispanic Radio Podcast hosted by RBR+TVBR’s Adam Jacobson.
Hispanics who crave unique Spanish-language programming are fueling Q’s growth. In Hillsborough County, FL, home to Tampa, Hispanics of Mexican heritage have grown in number. Q responded by grabbing an FM translator for WAMA-AM 1550 — a Tampa-licensed Class D AM with 10kw during daylight hours but just 133 watts at night — from ZGS Communications in May 2016.
As a result, WAMA now has an FM signal that covers greater Tampa-St. Petersburg much like a Class A — with a transmitter from the tallest tower in downtown Tampa. The nationally syndicated Piolín por la Mañana airs in morning drive. From 10 a.m., it’s all local.
While WTIS has a better signal than WAMA, that is still a disadvantage to Q as it competes against Hispanic stations on the FM dial, with greater potential to attract listeners. Q acquired an FM translator for WTIS, put it on the same tower as the translator for WAMA, and that station is now in revitalization mode.
Meanwhile, an hour east via Interstate 4, a surge in the area’s Hispanic population was further accelerated by the migration of Puerto Ricans who left their homes following Hurricane Maria, following others who shifted to Kissimmee and St. Cloud in years past.
As a result, the Orlando radio market has been flooded with signals big and small targeting Hispanics and, in particular, Puerto Ricans. Q’s Class B WONQ-AM 1030 has been there for it all, as one of the market’s original Latino voices, founded in 1985.
Today, WONQ is focused on talk radio … en español. Its sibling, Class D WURF-AM 1140, is in “test mode” as a reggaetón-intensive Latin Urban station using the “Urbana” brand.
In both cases, FM translators are chiefly responsible for these stations’ good health.
In both cases, FM translators are chiefly responsible for these stations’ good health.
We learn all about Q’s new heights — first in Orlando and then in Tampa — in this exclusive Hispanic Radio Podcast hosted by RBR+TVBR’s Adam Jacobson.
Consider attending the 2019 Hispanic Radio Conference in Miami! For full details, visit HispanicRadioConference.com, which also houses all episodes of the Hispanic Radio Podcast.
