In August, Liberman Media switched KZZA-FM Dallas from a Latin urban format with little spoken Spanish to a mix that targets second- and third-generation Hispanics. KZAA now plays an even mix of English- and Spanish-language music and features bilingual DJs. The twist? All artists played on the station, even those singing in English, are Hispanic, reflecting a concerted effort to attract a Hispanic audience.
"We tried many common denominators, and we found that you can't put all Latins in the same basket," Liberman programming vice president Eddie Leon said, explaining why the station shied away from labels like "Latino" or "Hispanic" or even "hurban" or "urban."
http://www.reuters.com/article/domesticNews/idUSN0525950520080906
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