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Orlando adds another Hispanic radio outlet

As of noon on Feb. 2, Central Florida's rapidly growing Hispanic population had a second Spanish-language music station to listen to: WBEG-FM, Rumba 100.3, has begun playing 5,000 back-to-back Latin music hits as a promotional stunt to attract new listeners. The Orlando market, until now, has been served by WNUE-FM, La Nueva Mega 98.1 owned by Mega Communications, which played the same style of music, known in the industry as Tropical. However the station's antenna, located in Titusville, fails to deliver a strong radio signal to part of Orlando.

Clear Channel Radio, a division of Clear Channel Communications Inc., says the switch is part of its corporate Spanish programming initiative, which began in September 2004.

Gone is the market's only oldies station, BIG 100. Ratings and Clear Channel's corporate push to increase its Hispanic listener base, appear to be behind the move.

In the last Orlando Arbitron radio ratings of all listeners 12-plus, WNUE was ranked eightth, while WBEG, playing oldies, ranked 13th.

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