Fans of VIVA 102.9 FM are in for a surprise this week as the Spanish-language radio station changes formats to cater to a more mature audience.
Univision Radio San Diego, which operates the station under the call letters KLQV, launched a new format Jan. 4. The station’s new name is Recuerdo 102.9 FM and along with the new name comes a switch from a contemporary pop music playlist to a lineup of songs from the 1970s, ’80s and ’90s.
While VIVA 102.9 FM catered to a demographic between the ages of 18 and 44, Recuerdo 102.9 FM caters to the 25-to-54 demographic.
The promotional launch for Recuerdo 102.9 FM will include a series of TV commercials and outdoor events featuring musical artists.
, Jessica Long