Univision has split its Dallas-Fort Worth Spanish Rhythmic simulcast. KAMV Benbrook launched Spanish AC “Amor 107.1” at 11:55 a.m. this morning.
What We Know: The station ended the “Latino Mix” simulcast after an all-weekend stunt loop of Emmanuel Cortes’ “Amor.” KAMV obtained new call letters, replacing KQBU-FM’s previous designation. This Spanish AC format resurrects a brand that operated on 107.1 during the early 2000s. Simultaneously, Latino Mix continues exclusively on 107.9 KDXX in Lewisville/Dallas.
What’s at Stake: The former simulcast reached 1.8 in June Nielsen ratings, climbing from 1.4 the prior period. Yet the 107.1 signal only penetrates portions of Fort Worth due to its deep western rim-shot location. This geographic constraint limits KAMV’s competitive reach across the broader DFW market. Ultimately, Univision bets that Spanish AC performs better than the previous simulcast arrangement.
What Remains Unclear: The company hasn’t publicly detailed its strategic reasoning for splitting the simulcast. Additionally, Univision hasn’t announced promotional plans supporting the new format launch. Programming and on-air talent details also remain unconfirmed at this stage. These unknowns raise questions about the move’s long-term viability.
What It Means: This shift demonstrates Univision’s willingness to experiment with Spanish AC despite signal limitations. The company essentially prioritizes format differentiation over simulcast efficiency and economies of scale. Likewise, competitors should monitor whether KAMV’s launch creates competitive pressure across DFW’s Spanish-language radio landscape. How this strategy performs could influence Univision’s approach in other markets.
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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.