RADIO ONLINE | Thursday, July 6, 2017 |12:54pm CT

Meruelo Media announced Thursday that it will begin programming and selling advertising on recently acquired Rhythmic CHR KPWR-FM (Power 106) in Los Angeles under the terms of an LMA with current owner Emmis Communications. Meruelo Media says the move unites two radio brands that will effectively take control of the Hip Hop format in L.A., complementing Meruelo's existing programming formats and air talent on KDAY-FM and newly launched "93.5 The Wild" in Riverside. Meruelo will also move its entire radio operation to KPWR 106's facilities in Burbank.

"Combining our three radio brands in one location is our first phase in optimizing our business," said Meruelo Media President/COO Otto Padron. "This initial move will strengthen our unique and dominant position in the Hip Hop market by maximizing resources to create a real value proposition for clients. Meruelo Media has the most unique and hyper-local DNA in SOCAL."

He continued, "While most media companies homogenize brands in an effort to consolidate operations, we combine complementary brands in ways that celebrate their differences creating one of America's most diverse and effective multimedia platforms. Bringing these powerful Los Angeles brands together is a perfect harmony: Power 106, #1 for HIP HOP for today's hottest beats and KDAY as the Classic Hip Hop leader for Back in the Day Hits."

Val Maki will remain in her new role as Meruelo Radio Market Manager. In addition, she will take on the new responsibility of integrating Meruelo's existing portfolio of radio stations and maximizing the new, three-station cluster.

"Val is a proven and talented broadcast veteran and the force behind the success of Power 106," remarked Padron. "We know that under Val's vision and leadership these very iconic Los Angeles radio stations will continue to grow benefiting our listeners, advertisers and partners."

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