Austin's hip-hop radio station, Hot 93.3, is no more.
KGSR on 107.1 began broadcasting on that frequency Friday evening. The station will continue to broadcast on both 107.1 and 93.3 until Nov. 30. At that time, a regional Mexican station will take over 107.1.
The change will broadcast KGSR on a high power transmitter so it can reach more people with money in their pockets.
Emmis Austin owns both radio stations. The company believes going with a Hispanic format makes good business sense.
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Changes for Austin's radio
News 8’s Bob Robuck has more on Emmis Austin’s decision to create a new Mexican radio station on the FM dial.
 
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"As that part of the population gets larger and larger, obviously there's more of that audience available, and I believe those dollars will continue to grow," Emmis Austin Operations Manager Chase Rupe said.
The new regional Mexican radio station will use the same control room where Hot 93.3 broadcasted from.
The station will play Mexican music ranging from top hits to old favorites.
The signal will also hit many 18 to 49-year-olds in East Austin who primarily speak Spanish.
Emmis said Hot 93.3 was making money as a hip-hop station.
However, the company made the decision to change the format because they saw a better long-term return on their investment.
