L-A Radio: KSSE-FM Launches La Suavecita Format

Entravision Communications Corporation Wednesday announced the official launch of its new radio format in Los Angeles, La Suavecita.

La Suavecita is a regional Mexican format focused on playing a mix of Grupero and Cumbia music from the '80s and '90s. Airing on radio station KSSE 107.1 FM with the slogan, "Con Todas Tus Favoritas," this new music blend of AC Regional Mexican brings a unique signature sound to the market.

"Entravision is excited to have launched La Suavecita and to bring this new regional format to our dedicated listeners," said Jaime Jiménez, Entravision's Senior Vice President for the Los Angeles market. "Los Angeles remains the number one Hispanic radio market and we are proud to be the first Spanish-language station here to play this music full-time, adapting to the current listening preferences of the Latino audience."

Entravision has tapped their best on-air personalities, who have been specifically chosen to align with this new music movement. Wake up every day with El Show de Piolín between 6am and 10am, followed by local favorite Mayra Berenice during the mid-day hours and wind it all down in the afternoon drive with the LM Show, the only radio entertainment celebrity gossip show on-air and online.

KSSE 107.1 FM (6 Kw) Red=Local Coverage Area

"We are excited to introduce a brand-new format to our listeners and continue to show them why we are the best in radio programming," said Nestor Rocha, Entravision's Director of Programming. "We know that our fans will continue to give the same love and support to La Suavecita that they showed to Super Estrella for the past two decades."

The station's previous format, Super Estrella, will continue to live on through a digital platform. Fans can visit the new www.superestrella.com website which will maintain the 19-year heritage of listeners' favorite Super Estrella music in four different and unique versions.