The leading Spanish mass media group Prisa has paid US$ 28 million for the operation rights to a mediumwave Mexican radio station that broadcasts in Spanish in the area of Los Angeles and southern California. The station, XETRA 690 AM, currently belongs to the group Xetra Comunicaciones SA, operating from Rosarito in Mexico by virtue of an August 1986 treaty between the United States and Mexico concerning mediumwave frequencies.
The operation, agreed with the Citicasters company, a subsiduary of US media giant Clear Channel, forms part of a project to develop a network of Hispanic stations in the US market, which counts more than 40 million registered Spanish-speakers, and a further 10 million who aspire to become residents.
Prisa has been operating for several years in the North American radio market through the station Caracol in Miami, that in January received the green light from the FCC to increase its transmission power so it can be heard in the counties of southern Florida.
In Spain, the group Prisa publishes several newspapers and controls Canal Plus EspaÃƒ±a and the radio network Cadena SER. Across the Atlantic, Prisa controls radio stations in Colombia, Mexico, the United States, Chile, Costa Rica and Panama. Last November, Prisa bought two Argentine radio stations: Continental Radio LS4 and Radio EstÃƒ©reo.