May 18 1998

ARTICLE TOOLS

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In Orlando, Florida, a Spanish-language Christian station has tied its major secular competitor for first place in the ratings wars.

Offering a full service of news, sports, and advice to a non-Christian audience, the station's successful programming formula blends spiritual and practical themes, linked with Hispanic Christian music. "We need to offer what the listeners need to hear: how to buy a house, how to finance a car, how to stay healthy," says Luis Hernandez, general manager of Orlando's WRLZ, known as Radio Luz.

Melvin Rivera, the Miami-based publications coordinator for the United Bible Society and past president of Hispanic National Religious Broadcasters, says Radio Luz, WWRV Radio Vision Cristiana in New York, and several Christian-format stations in Puerto Rico are "changing the way that Christian broadcasting is being done."

Along with its information format, Radio Luz fills 75 percent of its airtime with Spanish-language Christian music, in contrast to other Christian-format stations, which rely heavily on preaching and teaching programs. "As a result, non-Christians listen," Hernandez says.

STATION EXPANSION: The number of Spanish Christian radio stations is expanding, especially in Texas and Southern California.

There are around three dozen Hispanic Christian radio stations in the United States, including Puerto Rico, and about 15 Hispanic Christian tv stations. Churches or ministries own the majority of stations, which is different from English-language Christian stations, which are most frequently operated by commercial groups.

Hispanic Christian-format stations are not limited to areas traditionally thought of as Spanish-speaking strongholds. In some Michigan communities, for example, stations have started ...