Norsan Media announced plans to buy regional Mexican “La Raza” KTXX Austin (104.9) and the Austin-licensed FM translator K287FG at 105.3 from Genuine Austin Radio last year, and it has been operating the stations since last August. Now Norsan Media will be adding to that deal with the purchase of sisters country KOKE-FM (99.3) and sports “The Horn 1260 AM” KTAE. It also picks up two more translators: the Sunset Valley, TX-licensed K253AN at 98.5 FM, which simulcasts KOKE-FM. And the Round Rock, TX-licensed K270CO at 101.9 FM, which simulcasts KTAE.
Terms of the sale have not been made public, and the transaction’s paperwork has not yet been filed with the Federal Communications Commission.
Austin will bring Norsan Media its first Texas stations. It already owns radio stations in the Charlotte; Jacksonville, FL; Greensboro-Winston Salem, NC; and Charleston, SC markets. The company also owns four TV stations, a weekly regional digital and printed publication; and digital marketing and social media platforms in North Carolina, South Carolina, Florida and Texas. Norsan says it has a combined reach of more than three million Hispanics in the U.S.
“Further expansion will continue adding to the media channels reaching the Hispanic community with newspaper, digital, social media powerful channels and TV soon to be deployed in other markets the company serves,” it said in the announcement.
Norsan Media also announced that Edgar Saucedo has returned to the company as Southwest Market President. Saucedo previously worked at Norsan from 2005 to 2016, including as Executive VP overseeing all its Southeastern markets. In his new role, Saucedo will spearhead all company operations in Texas, including sales, programming, promotions, marketing, and community engagement.
Norsan has also hired veteran Spanish-language radio veteran Ramon Loo as its Austin market programing director. Most recently Loo has been the content director at Salmos.com. He previously was Director of Spanish Programming at Austin’s Waterloo Media until his exit in 2021. Prior to that, Loo spent eight years in programming at Univision Radio in San Antonio. Earlier, he worked at Hispanic Broadcasting Co., and at radio stations in Mexico.
“We look forward to Ramon's ideas and direction for our Austin stations, I believe his presence and programming expertise combined with Saucedo’s leadership will help us skyrocket in the Texas market,” said Norsan CEO Natalia Sanchez Alvarez in the announcement.
Norsan Media was founded in 1987 by Norberto Sanchez. He continues to serve as CEO and Chairman of the company. He also owns and operates 18 restaurants and Prime Meats, a beef processing company that provides meats to restaurants, grocery stores and other food distributors across half of the U.S.