97.9FM “LA RAZA” debuted El Show de El Chikilin

Spanish Broadcasting System, Inc. (SBS) announced the inauguration of its new “Vacilon de la Mañana” morning show format called “El Show de El Chikilin” on KLAX (97.9 FM), La Raza along with the on-air arrival of popular radio personality Beto Diaz “El Chikilin”. The show, serving the Los Angeles, CA market, will air from Monday through Friday 6am-10am and features Beto Diaz “El Chikilin”, Raul Bernal, Dr. Cesar Lozano and Maria Chaires.

The announcement was made by Bill Shadorf VP West Coast Market Manager of SBS. “We are delighted to bring the most loved radio personality in Los Angeles to 97.9FM La Raza and to premiere “El Show de el Chikilin” to his record-breaking prime-time audience. We are equally confident of the Company’s newly strengthened position in attracting a larger share of ad revenues in the nation’s largest Hispanic market.”

Juan Carlos Hidalgo, West Coast Programming Consultant at Spanish Broadcasting System said: “This is an incredibly exciting time for 97.9FM LA RAZA. Bringing the entertaining Beto Diaz “El Chikilin” and his team to the mornings will allow us to create unprecedented marketing opportunities for our partners and unbeatable programming for our listeners.”

“El Show de el Chikilin” features Chikilin’s take on the day’s events, interviews with celebrities, listener’s call-ins, pranks, music and beloved characters. “Doña Sebas”, “La Licenciada”, famous personality “Doña Mela” and Dr. Cesar Lozano will join the five-hour morning party that premieres on 97.9FM La Raza.