Dodgers change tune on Spanish radio. (Media).SHOWING the growing influence of the Spanish-language radio market, KWKW-AM (1330) has established a direct relationship with the Dodgers. Although the station has broadcast Dodger games since 1986 (and from 1958-71) it only recently got its own contract with the club -- a move both sides say will make the team's Spanish-language radio broadcasts more lucrative than ever. The five-year agreement updates an earlier arrangement in which the station was a subcontractor One who takes a portion of a contract from the principal contractor or from another subcontractor. When an individual or a company is involved in a large-scale project, a contractor is often hired to see that the work is done. of English-language broadcaster KXTA-AM (1150), which packaged much of the ad time for the Spanish-language broadcasts with its own inventory. "Spanish Spanish, river, c.150 mi (240 km) long, issuing from Spanish Lake, S Ont., Canada, NW of Sudbury, and flowing generally S through Biskotasi and Agnew lakes to Lake Huron opposite Manitoulin island. There are several hydroelectric stations on the river. used to be considered a small, ethnic add-on A purchase of additional goods before payment is made for goods already purchased. An add-on may be covered by a clause in an installment payment contract that allows the seller to hold a security interest in the earlier goods until full payment is made on the later goods. ," said Jim Kalmenson, president of KWKW, a Spanish-language news and talk station. But strong ratings and a large Hispanic Hispanic Multiculture A person of Mexican, Puerto Rican, Cuban, Central or South American, or other Spanish culture or origin, regardless of race Social medicine Any of 17 major Latino subcultures, concentrated in California, Texas, Chicago, Miam, NY, and elsewhere market have made the Spanish-language broadcasts more valuable to the team and its broadcasters. In fact, Spanish rights became a deciding factor in the team's radio broadcast negotiations last year. Clear Channel Communications Not to be confused with clear channel radio stations, which are AM radio stations with certain technical parameters. Clear Channel Communications (NYSE: CCU) is a media conglomerate company based in the United States. Inc., owner of Dodger broadcaster KXTA, dropped out of the talks because the team would not give up the Spanish-language rights. Viacom Inc.-owned KFWB-AM (980) will pick up the English-language broadcasts in 2003. "The Hispanic market is growing so much," said Dodgers spokesman Derrick Hall
 This article or section is written like an . . "It did not make sense to continue having
(the Spanish radio rights) packaged in with English."
The deal with KWKW allows the station to sell the ad time just before and after the games. The Dodgers get to sell the ad time during the game. Staff reporter Claudia Peschiutta can be reached at (323) 549-5225 ext. 229, or at cpeschiutta@labusinessjournal.com. |
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