Christian radio sees growth potential in Hispanic market
PORTLAND -- Several
secular radio stations serving Portland and the Willamette Valley have recently
switched to Hispanic programming, a recognition of the fast-growing Latino
market.
But while there have been
full-time Christian Hispanic signals in a handful of smaller outlying Northwest
cities -- such as Hood River and Astoria -- the Portland metro area has yet to
be served by such a station.
However, signs of that
happening soon are evident.
James Autry, general
manager of Crawford Broadcasting's KKPZ 1330 AM and KKSL 1290 AM in Portland,
says its Radio Vida (Life Radio) programming on KKPZ weekday evenings is now
sold out and is expanding to weekends.
"Radio Vida is the only
daily Christian Hispanic programming in the greater Portland-Vancouver metro
area," said Autry. "This specialized programming --Monday through Friday from 6
to 10 p.m. -- was established on Sept. 1."
"Ultimately, we want to
launch a completely new radio station broadcasting '24-7' for our Hispanic
community, but that's going to take a great deal of partnership from throughout
our community between businesses, churches and ministries, both Hispanic and
non," said Autry. "The exciting thing is that in just a few months, our local
Hispanic community has embraced our programming and is supporting our ministry
partners with their listenership, prayers and tangible response.
"We believe that God is
at work here and that He has something very wonderful planned for our entire
community because of what He is doing in this part of the local church. We
expect to see a revival not only in the Hispanic community, but in every ethnic
group in our region."
The Hispanic programming
on KKPZ begins at 6 p.m. with music from local and national Christian Artists,
followed at 6:15pm with Conceptos Financieros (the late Larry Burkett's daily
Financial Concepts radio program), followed by more music. At 6:30 p.m. one of
several national radio programs airs. These include En Contacto with Charles
Stanley, Cruzada con Luis Palau with the famed Portland-based evangelist, and
Esperanza Para Hoy with David Hocking.
From 7 to 8 p.m., the
station features a different local Hispanic church or ministry each evening,
followed by more music from 8 to 8:30 p.m., another national program sample from
8:30 to 9 p.m. and then more local church or ministry programs from 9 to 10
p.m..
With all 20 of the weekly
local programming availabilities sold out in just four months, Crawford
Broadcasting decided to expand this specialized programming to Saturday and
Sunday evenings in the same format mix from 6 to 10 of music and national and
local programs.
In conjunction with this
new programming emphasis, the company contracted with Felix Rosales of the
Northwest Theological Institute to facilitate programming sales. It also hired
Angel Bongiorno, former Spanish ministry director for the Luis Palau
Evangelistic Association and former board member for the Hispanic National
Religious Broadcasters Association, to be the director, host and voice of Radio
Vida.
A Seaside-based ministry,
Gospel Echo, has established KBNO-FM 89.3, a full-time local Spanish language
station in Hood River, as well as a repeater station in Astoria for an
international Spanish service.
(Source:
Christian News
Northwest Newspaper - Front Page Article - January 2004)
