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Border Media launches the Rio Grande Valley's newest station, "Super Tejano -- Where Tejano Lives," replacing Rhythmic Country KPRR-FM on 102.1 and Adult Hits KZSP-FM on 95.3. The station began broadcasting its new Tejano format on August 15 and targets Adults 25-54, while its sister stations XHRR/KESO "La Ley" targets Adults 18-49, XAVO "Digital" targets Women 18-34 and XCAO/XEGH "La Lupe" targets Adults 35+.

Border Media decided to flip its Country and Adult Hit formats to Super Tejano after conducting what it calls as extensive market research, which indicated the Tejano format is one of the most the prized of all radio formats in the minds and hearts of Rio Grande Valley's Hispanic community.

VP/Market Manager Jane Smith commented, "Living the past 30 years in the Valley, I understand the strong connection our local listeners have to Tejano Music. To be able to return Tejano to the RGV and to our Border Media family of stations will fill a void that our clients and listeners have requested. With 102.1 and 95.3 simulcast, we will have full signal coverage in the entire Rio Grande Valley with the best Tejano has to offer."

Operations Manager Romero Herrera added, "It is truly an honor to bring back the Tejano format to the Valley. With the addition of Super Tejano 102.1 & 95.3, we are adding a music format to our BMP stations that will exceed our listeners' expectations in the Rio Grande Valley." (08-16-11)

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