Beginning on the first day of the New Year, radio listeners across the Bay Area were surprised to find Spanish voices singing from stereos dialed to Channel 104.9, the “New Alternative.” Unbeknownst to most listeners, the Fremont-based station had just been re-licensed as “La Romántica,” a Spanish radio station.

This was the second major radio station in San Jose that Clear Channel Communications has switched from rock to música Latina. The giant media conglomerate has huge influence over the entire U.S. media, owning over 1200 AM, FM and short-wave radio stations across the nation, including six stations in the San Francisco metro in addition to three stations in the San Jose metro.

Toward the end of 2004, the rock station 92.3, KSJO, was suddenly changed to “La Preciosa,” which plays traditional Mexican tunes. Faithful KSJO rock fans were left in the cold after the plug was pulled on their favorite station, which had been transmitting new and classic rock music such as AC/DC and Metallica from San Jose for over 36 years.

Although Clear Channel states that both changes reflect the large Hispanic community in the Bay Area, the fact that 20 percent of Clear Channel’s Bay Area stations are now Spanish-speaking shows that it is more than just the company’s concern to please the ear of a certain demographic.

Instead, it is a business decision, based on profitability rather than listener interest. Both changes targeted an older age range and a larger demographic, which is a more profi table advertising group than the primary listeners of alternative rock stations such as Channel 104.9, most of whom are under 24 years of age. High ratings and a strong foundation of listeners mean nothing compared to the money available from advertisements aimed at an older demographic.

The reason that listener interest is only considered when brought into the moneymaking formula is simple—there is a limited number of station licenses allotted in the FM frequency, and these radio stations have to be profitable in order to stay alive. If radio listeners are sick of having such little representation for their favorite music, they should start investing in satellite or internet radio—both of which cater to a more diverse mix of musical tastes.

If the trend toward Spanish music continues, one should expect 98.5, KFOX, the only other Clear Channel station in the San Jose metro that plays rock music, to go under as well.

When that happens, many radio listeners will have but little choice than to turn up the dial, lean back and start singing to the rich melodies of new and old Latino tunes.