A new Spanish-language radio program that debuted Saturday, the first of its kind in the area, will help give the Spanish-speaking community recognition as a fixture in the Mohawk Valley, say Latino residents, community leaders and radio programmers.
?I think mainly this will provide (Latinos) the feeling they are part of the community,? said Adolfo Cova, who hosts the show, ?Superior 95.5,? which will now air from noon to 1 p.m. each Saturday on WUTQ 95.5 FM. ?I hope what this boils down to is (Latinos) feel more integrated into the community.?
Cova, 34, who moved to Utica from California with his wife and four children several years ago, said he felt immediately welcomed when he arrived. Now the owner of a sign business, he feels anxious and excited to add to the diverse community. And even though he has no prior radio experience, he?s learned quickly, he said.
?I had to jumpstart to a professional level, and I believe I?ve reached that,? he said. ?The public will be the judge of that, but I hope they will be gentle on me.?
Jeremy Burdier, son to Milquiades Burdier Cayetano, who owns the Bleecker Street Dominican restaurant El Barajo, was looking forward to the Spanish-only programming.
?It feels like we?re being noticed in the community,? he said.
The show also will give Latino-owned businesses the opportunity to advertise in Spanish to potential customers, said Mohawk Valley Latino Association President Sonia Martinez. She estimates mainstream media has been losing thousands of dollars in revenue by not reaching Spanish-speaking businesses and communities. There are at least 58 Latino-owned businesses in Oneida County. And the total population of Latinos in Oneida and Herkimer counties is 10,819, according to 2010 U.S. Census figures.
?I have been talking about that for a number of years since I saw Latino businesses have been growing so much,? Martinez said. ?I?ve been advocating for someone to pay attention. This is money that is out there that no one is paying attention to. There is a lot of revenue to be had from these businesses.?
Grant Roser, general sales manager for Roser Communications, said reaching out to a variety of ethnic groups already has proven beneficial for the company, which owns WUTQ.
??Roser Communications has seen the void that needs to be filled with the ethnic programming in the Utica market,? Roser said. ?We?re a very diverse city and anyone can see that with the Census that came out. ? It would just be a natural fit to accommodate these very large groups in our area. They have a lot to say and they want to participate.?
?Superior 95.5? will be the fifth program on the station that focuses on the area?s diversity. On Saturdays, the Polish ?Saturday Polka Review? airs from 8:30 to 11 a.m., followed by the Bosnian program ?Radio 202? ? which launched about six months ago ? at 11 a.m. and now the Spanish-language program at noon. On Sundays, the Catholic ?Family Rosary? program airs from 8 to 10 a.m., followed by ?The Voice of New Italy? from 10 a.m. to 1 p.m.
Roser said the shows help boost listenership on the company?s other stations through cross-promotion, and bring in new advertising and sponsorship options.
?Businesses you might not necessarily have worked with ? start to call you about doing business,? he said. ?You do see a direct net result from it.?
He added that the company is willing to work with anyone to develop new programming down the road. Both Cova and Radio 202 host Nedim Mujic record their shows in home studios and send the audio files into the station each week, he said.
Cova expects his one-hour show to include a variety of information, including local news, Latino music and even a do-good spotlight on local Latino students.
?Even if it?s just through music, our community will feel like we?re all in it together,? he said. ?We want to put everybody under the same umbrella and not break into groups.?
Source: http://www.uticaod.com/living/x1468792966/Radio-show-en-espanol-targets-Latino-community
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