KRZZ “La Raza”arrived at 93.3 on the Bay Area’s FM in band in 2004, the latest of many call letters and formats to occupy the space first held by KYA-FM. New owner Spanish Broadcasting System acquired the station from Infinity Broadcasting in a transaction that gave Infinity an equity interest in SBS and immediately installed Spanish-language programming.
The initial installation of syndicated morning host Renan Almendarez Coello, known as “El Cucuy” (previously heard on KSOL), and mid-day personality Sylvia “La Bronca” Valles sparked an immediate jump in ratings. “La Raza” quickly zoomed into the top 5 among 18-34 year old listeners in the San Francisco Arbitron ratings.
The station’s 50,000 watt signal and San Bruno Mountain transmitter location allow its programming to be heard as far south as the northern Santa Clara Valley (a translator add coverage in the East Bay’s Tri-Valley area). Since its conversion to “La Raza”, KRZZ has held a consistent spot in the San Francisco and San Jose ratings.
