Norsan Media has gained a strong reputation as one of the top Spanish-language media companies serving the Southeastern U.S. and parts of Texas. Now, it is expanding its reach with the launch of a “Hot” offering on an FM translator fed by a HD multicast serving the Greenville-Spartanburg market. It’s thanks to an arrangement with Salem Media Group.
W275BJ, which uses the WEPR-FM broadcast tower due north of Greenville in Traveler’s Rest, S.C., is no longer silent and signed on the air Friday (5/2) as Kaliente 102.9, with Spanish Contemporary Pop music being fed by WROQ-FM 101.1’s HD2 signal.
“Kaliente 102.9” becomes the fourth audio brand to serve Upstate South Carolina for Norsan Media, joining WSPA-FM “La Raza 106.3,” a Regional Mexican station; WOLI-AM 970 and W289BS, offering a Spanish Adult Contemporary format as “Latina 105.7”; and WCEO-AM “La Raza 840,” bringing the Columbia, S.C., market regional Mexican programming.
“With the launch of Kaliente, Norsan Media deepens its commitment to delivering diverse, high-quality programming tailored to the dynamic and growing Latino community in the Carolinas,” said Natalia Sanchez Alvarez, CEO of Norsan Media. “Kaliente 102.9 FM is more than just a radio station — it’s a celebration of culture, rhythm, and community. We’re proud to expand our presence in South Carolina and to offer a fresh sound that truly reflects the spirit of our Latino audience.”
She adds that “Kaliente” will feature an energetic mix of Reggaeton, Salsa, Merengue, Bachata, and Spanish Contemporary music, catering to Caribbean and Central American audiences who have come to the region in the last 20 years.
