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Latin programming becoming popular via Monica Morales

By Federico Martínez, Special to La Prensa

Putting the “power” back, for example, into the hands of the Toledo area’s Latino community - that’s the goal of the Toledo-, Internet-based “radio station” Power 109.9 - which is now serving up Latin music six-days-per-week, a weekly issue-oriented talk show, and free advertising for small businesses.

Power 109.9, which previously aired only Hip Hop music, recently began playing a variety of Latin music from 4:00 to 7:00 p.m. every day except Thursdays, said Lonnie J. Hamilton, who was hired as the company’s new executive program director two months ago.

South Toledo’s Monica Morales began hosting the weekly 7:00 to 9:00 p.m. Tuesday talk show in August.

Monica Morales, whose talk show is called Caliente Beats with Monica, said she’s excited about the opportunity to provide another voice for the Latino community.

“When I was presented with an opportunity to host my own Latino talk show I was so excited,” she said. “Here is my chance to spread the good vibes, positivity, encouragement and discuss hot issues not only within the Latino culture, but from everywhere.

My goal is to keep the show fun, energetic, cultural, and educational on any level that I can. I know there are people out there like me who love our culture, embrace our traditions, but because we are not fluent in Spanish, kind of lose touch with it all; therefore I am hoping my show will kind of be like a segue for those individuals like me. To learn about what’s going on in our Latino Culture period, to learn of traditions of our great grandparents and to discuss current issues and events going on within in our Latino community,” said Ms. Morales.

Power 109.9 is scheduled to broadcast live from the 2014 MidWest LatinoFest in downtown Toledo’s Promenade Park on Saturday, August 30.  For people with a personal computer or laptop, or who own an IPad or IPhone the station can be accessed by going to www.tunein.com, type in  Power 109.9 and click the button to listen to it.

Android users should visit their Play store and download the Tune In radio app or the Power 109.9 Flip N Flex radio app to listen.

The Toledo area also has other radio/webstreaming programs that serve the Latino communities including: the Nuestra Gente Radio Show with Linda Parra. The bilingual program, which provides community information and music, airs from Noon to 1:00 p.m., every Saturday on WCWA-1230 AM.; the popular Tony Rios hosts Caliente with Tony Rios, a radio app show that can be found at ToledosAppStation.com.; Bowling Green State University’s WBGU 88.1FM live radio and webstreaming, with Freddy Gutiérrez, Gerald Rosales, Joe Carmona, and host DJs every Sunday; and La Explosiva WSDS 1480AM, managed by Detroit’s Alex Resendez.

Hamilton, 38, also works as a weekend radio personality on terrestrial radio station the Mix 95.7 whose music format includes urban and old school rhythm and blues. The empowerment speaker and relationship specialist has authored five books including his latest, Being Single Sucks! And nine other myths that keep you from living a successful Single life.

What makes Power 109.9 different is that the station “doesn’t sell airtime to a third party that wants to offer a couple of hours of programming to the Latino community,” said Hamilton. The station, whose primary target audience is African-American, is trying to provide that programming for the Latino community itself. Power 109.9 began broadcasting in 2007.

“Latinos are also dealing with many of the same social issues that African-Americans are; education, violence and gangs, drugs,” said Hamilton. “We’re not the only ones who are dealing with this.

“It’s not about stealing money from the Latino community. It’s about providing an opportunity for a community that is usually ignored.”

Power 109.9 believes “in helping owners of small minority businesses by offering them free advertising on the webcast station,” said Hamilton, who earned a bachelor’s degree in marketing and sales from the University of Toledo. The station will also help business owners craft an ad for free. 

For more information contact Hamilton at [email protected].

Local up-and-coming Latino artists who want a chance to have their music promoted and added to the station’s playlist for free should email an mp3 file of their song to [email protected].

Copyright © 1989 to 2014 by [LaPrensa Publications Inc.]. All rights reserved.
Revised: 08/12/14 17:56:34 -0700.




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