Western North Carolina has, as of this summer, with the first radio in Spanish. It is called La Pantera and can be heard on 97.3 FM HD3 (with coverage in the city of Asheville) and online at LaPantera973.com.
For now, the Spanish-language radio station is dedicated to broadcasting regional Mexican music, with a mix of Latin pop and Latin urban genres, but in the future they plan to expand programming to include community information.
A meeting point
According to its creators, this new platform promises to be a meeting point for the growing Latino community of Western North Carolina, which represents approximately 11% of the total population in the region.
“La Pantera 97.3 is an exciting addition for us,” said Steve Richards, director of operations for Asheville Media Group.
The programming design has been in the hands of consultant Gerardo López, recognized for his work on Spanish-language radio in both the United States and Mexico.
“I am very excited that the La Pantera radio network continues to grow now in Asheville. “We are grateful for the opportunity to serve our Hispanic community.”
Gerardo Lopez
Enlace Latino Podcast: the first podcast in Spanish for Latinos in North Carolina
A collaborative effort
The initiative to launch La Pantera 97.3 was not an isolated effort.
According to Tom Davis, market manager for Asheville Media Group, the idea came from conversations with Hola Carolina.
“Our team felt it was time to launch Asheville’s first Spanish-language radio station and mentioned the idea to friends at Hola Carolina,” Davis explained.
“They were excited to hear our vision and offered valuable information and advice,” he added.
Also, Davis highlighted the enthusiasm of local clients who now have a new platform to reach a previously inaccessible audience.
“It's been difficult to keep this exciting news to ourselves, but we've had overwhelming support from customers who will have the opportunity to reach a segment of the population they haven't been able to reach until now,” he added.
A milestone for the Latin community
For Adriana Chavela, executive director of Hola Carolina, the launch of the radio is a testament to the growth and vitality of the Latin community in the region,
“This milestone is a testament to the vibrant and growing Latino community in Western North Carolina,” Chavela said.
“It provides us with a powerful platform to share our music, culture, voices, and stories, fostering greater understanding and unity within our diverse region,” he noted.
Mix of regional Mexican music, Latin pop and Latin urban music
Meanwhile, Shannon Steele, director of promotion and marketing for Asheville Media Group, shared a clear vision for the future of La Pantera 97.3.
“The long-term expectation is to partner with the community. Our goal is to become the source of music, entertainment, and community information,” Steele said.
In addition, he mentioned that the station's programming includes a mix of regional Mexican music, Latin pop and Latin urban music.
Likewise, Steele indicated that it is planned to expand to include informative and community content.
La Pantera 97.3 will focus on working with community leaders and local business owners.
You can listen to the first all-Spanish radio station in Asheville by tuning into 97.3 FM HD3 and online at LaPantera973.com.
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