IHeartLatino Bulks Up In Texas With New Austin Launch.

The iHeartLatino platform expands as another Spanish hits outlet debuts in the Lone Star State. iHeartMedia Austin just launched “TU 103.1,” going commercial free with both Spanish- and English-language hits from Enrique Iglesias, Pitbull, Nicky Jam, Shakira, Maná and others.

The new station airs on the Austin-licensed translator K276EL, fed by an HD Radio side channel. It competes with Emmis Spanish hits “Latino 102.7” KLZT-HD2 which ranked 19th in Nielsen’s April survey with a 1.9 share of listeners aged 6+.

The Spanish hits launch in Austin follows iHeart’s similar move in nearby San Antonio, where KZEP’s rhythmic CHR format was rebranded and relaunched as “104.5 Latino Hits” in April.

“We are so excited to introduce the new TU 103.1 to the Austin community,” iHeart Austin-San Antonio senior VP/Programming Brian Gann said. “We truly believe this format will resonate well with our Austin listeners, and is a perfect complement to our other stations in the region.”

As in San Antonio, Enrique Santos—iHeartLatino chairman and chief creative officer and host of “Tu Manana con Enrique Santos”—will be heard in mornings on “TU 103.1,” effective June 1.

“The addition of this new Spanish-language station adds a new dimension to our cluster and the Austin community,” iHeartMedia Austin/San Antonio president Matt Martin commented. “We have an amazing team in place and I am excited for what’s to come.”

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