iHeart Philly Launches Rumba 106.1
• After several days of stunting, iHeartMedia has formally flipped AC WISX (106.1 The Breeze)/Philadelphia to Rumba 106.1, “#1 Para Reggaetón Y Variedad En Philadelphia.” Rumba 106.1 will air high-energy contemporary Top 40 hits from the most popular genres in Latin music today, such as Reggaetón, Urban Pop, Bachata, Salsa and more, from artists like Bad Bunny, J. Balvin, Karol G, Marc Anthony, etc.
“Our decision to create Rumba 106.1 is a recognition of the importance and vitality of the Greater Philadelphia region’s Latino population, which has grown to just over 15 percent over the past five years,” said Derrick Corbett, SVP of Programming for iHeartMedia Philadelphia. “The latest Census Bureau statistics show that the Philadelphia region contains the third-highest Latino population in the Northeast.”
P.J. Gonzalez, SVP of Programming for iHeartLatino, noted, “History is unfolding in the city of brotherly love with the very first full-power FM signal dedicated to the Latino community, which has been longing for many years to have its voice represented in Philadelphia. iHeartRadio is proud to introduce Rumba 106.1 as a companion station to the ever-excelling Latino culture.”
Jeff Moore, Market President for iHeartMedia Philadelphia, commented, “The Delaware Valley has a wealth of organizations and individuals who are committed to serving the Latino community and we are excited that we have a radio station that will strongly support their efforts.”
Broadcasting from Parx Casino Studios, Rumba 106.1 is launching with 10,000 songs commercial free. Founding partners include Miller Lite, PGW, Top Dog Law, CarVision.com, Angels Are Us Home Health Agency and Tito’s Handmade Vodka.
• WISX has assumed a variety of identities over the past few years — the station had been Hot AC Mix 106.1from Nov. 2010 until June 2017, when it flipped to Classic Hip Hop as Real 106.1. That particular format lasted until Nov. 2018, when the station joined the company’s growing Soft AC “Breeze” club.
