Entravision made a move Monday. The company relaunched KDLD Santa Monica and KDLE Newport Beach as Reyna 103.1, billing it as the first Latin audio platform led by female creators.
What we know: Reyna 103.1 replaces the former Spanish Adult Contemporary brand Viva 103.1. The station markets itself as “the first Latin audio platform led by female creators.” Imaging appears in both Spanish and English, and the music mix includes songs in both languages. Entravision operates the cluster across Santa Monica and Newport Beach.
What’s at stake: The bilingual approach echoes similar experiments in other markets. Miami’s Magic 93.9 WMIA-FM and New York’s 98.7 La Existosa WEPN-FM have explored that dual-language lane with measurable results. Meanwhile, Reyna 103.1 posted only a 0.3 share in the April 2026 Nielsen Audio ratings. That number signals limited traction so far in a highly competitive LA market.
What remains unclear: The depth of Reyna’s female-creator programming model is still unknown. It’s also unclear whether the bilingual presentation will deepen or lean more Spanish-dominant over time. Additionally, the two-signal cluster only reaches parts of Los Angeles and Orange County.
What it means: Entravision is betting on identity-driven radio to carve out a niche. Latina listeners represent a growing, loyal, and often overlooked demographic in major markets. However, a 0.3 share makes it hard to argue the format has arrived. Ultimately, how Reyna builds programming depth — not just branding — will determine whether this becomes a real format trend or a brief experiment.
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David Hill serves as a Music Radio Editor, Columnist and Features writer for Barrett Media. A radio lifer with more than 30 years behind the mic, in the control room, and in the program director’s chair, David’s career spans influential stops at brands such as WIYY 98 Rock, WBAL-AM, and 99X. He has worked across multiple formats and ownership groups, including iHeartMedia and Cumulus Media, developing talent, breaking music, and navigating every major industry shift from diary to PPM and terrestrial dominance to streaming disruption. When he’s not writing or analyzing the industry, Dave runs The Tune Farm, a marketing firm built to help artists and brands grow audience the same way great radio always has—by creating connection, not just impressions. He can be reached at David@BarrettMedia.com.
