TelevisaUnivision has flipped Spanish Sports “TUDN Radio” 93.3 KQBU-FM Port Arthur/Houston TX to Norteño “Estereo Latino” KESS.
The move resurrects the “Estereo Latino” brand that was previously used by the company’s Regional Mexican “Que Buena 102.9” KLTN from its launch on 93.3 in 1992 through its 1998 move to 102.9 until 2018. The change also follows the company swapping the KQBU-FM with its 107.1 KESS Benbrook/Fort Worth TX.
The new brand is focusing on the Regional Mexican subgenre of Norteño positioning as “La Casa de los Exitos Norteños”. The move places it in direct competition with MediaCo’s “El Norte 107.9” KQQK Beaumont with both signals rimshotting Houston from the east. KQQK had a 2.6 share in the September 2025 Nielsen Audio ratings, while KQBU-FM had a 0.1 share.
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