Clear Channel Yakima Explains Reason for Switch to Spanish Language Format - NBC Right Now/KNDO/KNDU Tri-Cities, Yakima, WA |

Clear Channel Yakima Explains Reason for Switch to Spanish Language Format

Posted: Updated:

YAKIMA, Wa -  Many listeners found out about the format change for 99.3 FM when they turned on their radios this morning.

Clear Channel Yakima says the demand for another spanish language radio station far outweighs any initial backlash.

"Good afternoon, Clear Channel Yakima," says Amanda Hall, the receptionist.

The switchboard lit up with angry callers this morning.

"No, it's not. we actually had a format change today," Hall says.

The receptionist says she was bombarded with phone calls from listeners who wanted to know what happened to the classic rock n' roll station 99.3 FM "The Hawk."

"I was tallying up at first and i went up to 65 phone calls."  Hall says she stopped counting at that point.

Ron harris is the operations manager at Clear Channel Yakima.  He made the decision to switch formats.

"Look at the ratings for 99.3 FM 'The Hawk.'  Look at the ratings for spanish language radio stations in the market.  We needed to tap into those ratings and that revenue."

Harris says the number one rated station in the market is a spanish language radio station.  This one will be the fifth.  He says pulling the plug on classic rock n' roll wasn't easy.

"I had to put my personal preferences aside and understand I work for a company that wants to get the maximum amount revenue out of the market place."
HD DOPPLER 6i
/