Bustos Media Builds USA-Mexico Radio Bridge

RADIO ONLINE | Tuesday, September 5, 2023 | 0:25am CT

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Bustos Media Holdings and Gusar Telecomunicaciones SA ink a commercial and programming agreement under Bustos' Urbana brand. 50Kw XHAZE-FM (104.3) in Nogales, Sonora becomes Urbana to complement Bustos's K223CI (Urbana 92.5) in Tucson. Jointly they cover all of southern Arizona and the Northern part of the Mexican state of Sonora. Programming consists of Contemporary Latin Urban Rhythm, also known as Urban Pop with artists such as Bad Bunny, Becky G, Rosalia, Karol G, Maluma and Mark Anthony.

Urbana 104.3 will continue with its morning news segments: Con Valor and Con Verdad and El Intermedio hosted by journalist Enrique Gomez. For more than 25 years these news programs have been a Nogales staple.

Bustos says there is no change or merger between companies. Each station will continue to operate independently and comply with the government regulations of their respective countries.

As part of the binational agreement, Tucson clients will be able to buy advertising, at special rates, on Urbana Nogales 104.3 through the Bustos sales reps. Reciprocally, Nogales clients will be able to buy advertising on all the Bustos Tucson stations: Urbana 92.5 FM, La Poderosa 105.3, The Groove 106.3, The Voice 1030AM, The Drive 101.7 FM and 830 AM.