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| Univision Radio Chicago To Rebrand WVIV-FM/WVIX-FM As Maxima 103.1 & 93.5 |
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| Written by Larz | |||
| Wednesday, 30 November 2011 11:16 | |||
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Univision Radio Chicago is preparing to rebrand its La Kalle radio station heard on WVIV-FM 103.1 and simulcast on WVIX-FM 93.5. Beginning December 12th, the "La Kalle" name will be gone, replaced by the new brand of "Maxima."
The new name is not a format flip, however. The music, which has been tweaked in recent weeks away from its Hurban format and moved closer to an upbeat Adult Contemporary format, will remain in place. All of the on-air personalities and station staffers will remain the same, as well. Rather than an abrupt departure from La Kalle, Maxima is more of sprucing up of the old station and making it feel new. The change in name and the recent shifting of the music playlist is being done to attract a broader audience, mainly targeting the 18-49 demographic. Doug Levy, Univision Radio Chicago's Vice President and General Manager, said about the new branding: "We are pleased to roll-out Maxima to our loyal listener base in Chicago. The Maxima brand reflects the wide range of music and the high quality programming WVIV delivers to our listeners every day." The news of a possible name change for WVIV-FM & WVIX-FM was first revealed last week on the industry website RadioInsight.com. Radio Insight's Lance Venta found that Univision had registered the domain names Maxima1031.com and Maxima935.com, easily figuring out they were eventually going to be for Chicago's La Kalle stations. Currently, these two domains just redirect people back to Univision's main website. That will change in just a matter of days, though, as Maxima makes its debut in less than two weeks. In addition to the new name and imaging for WVIV-FM/WVIX-FM, Univision is planning a major promotional push for the station. A television promotional campaign will start in just over a week on Univision's WGBO and TeleFutura's WXFT. Word will also be spread via Univision's social networking sites. Hints are already being dropped on the radio station's broadcasts about a new change coming soon. In Spanish, "La Kalle" (properly spelled in Spanish as La Calle) translates to "The Street." In Spanish, "Maxima" translates approximately to "Greatest." With this change, Univision Radio Chicago is hoping to bring the station's ratings up from the street and to their greatest ratings yet. 
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