Midland, Texas has a new Spanish format on the dial. ICA Radio has converted CHR “103.3 Kiss-FM” KCRS-FM to Regional Mexican gold brand La Lupe 103.3.
What We Know: The flip targets Regional Mexican gold, spotlighting legends including Los Tigres Del Norte, Vicente Fernandez, and Joan Sebastian. La Lupe 103.3 also functions as a flanker to ICA sister station Que Buena 106.7 KCHX in Midland. Meanwhile, KCRS-FM exits the CHR format, where it previously aired Elvis Duran mornings via Premiere Networks. The station ranked seventh in the Midland/Odessa market with a 4.3 share in Fall 2025 Nielsen Audio.
What’s at Stake: La Lupe 103.3 enters a competitive Spanish-language arena. It now faces Permian Basin Broadcasting’s La Caliente 101.3 KMMZ, Jerry Benavides’ La Raza 105.9 KXQT, and Stellar Media’s Q108 KQLM. As a result, ICA strengthens its Spanish presence while absorbing increased competitive risk. Whether La Lupe can carve distinct positioning alongside Que Buena 106.7 remains a key challenge.
What Remains Unclear: ICA has not yet announced morning talent or local programming plans for La Lupe 103.3. Furthermore, it’s not known whether Que Buena 106.7 will shift strategy in response to the flanking move.
What It Means: The Midland/Odessa CHR lane now belongs entirely to others. Townsquare Media’s Rhythmic CHR B93 KZBT and Hot AC Mix 97.9 KODM stand as the only remaining current-intensive stations in the market. Consequently, ICA is betting on Spanish Classic Hits growth while leaving a gap that no competitor currently fills.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
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.
