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In Miami, iHeart Converts WMIA To Bilingual AC As ‘Magic 93.9.’

Black Friday brought a format flip to iHeartMedia’s Miami cluster as adult hits “93.9 Mia” WMIA converted to AC “Magic 93.9.” Positioned as “Tus Favoritas de Siempre,” the bilingual format combines English and Spanish pop from the ‘80s and ‘90s with Spanish-language air talent.

“It's a blend that caters to a wide spectrum of listeners in the Miami area,” the station said in a press release. Core artists include Whitney Houston, Marc Anthony, Madonna, Lionel Richie, Shakira, Michael Jackson, and Celine Dion.

“In Miami, the music of the ‘80s and ‘90s played a significant role in shaping the cultural landscape,” Enrique Santos, President, iHeartLatino, said in a press release. “The diverse population, including a large Spanish-speaking community, embraced the vibrant sounds of that time. The new Magic 93.9 will be a unifying sound aiming to provide a listening experience you just can’t find anywhere else in the United States.”

The station launched Friday at noon with 10,000 commercial-free songs in a row. The first quarter hour featured Gloria Estefan & Miami Sound Machine’s “Conga,” Bryan Adams “(Everything I Do) I Do It For You,” Carlos Vives’ “La Gota Fria” and Michael Jackson’s “Beat It.”

“It’s thrilling to bring this format, this sound to South Florida,” said Shari Gonzalez, iHeart Miami-Fort Lauderdale President. “It's a station that speaks to both the heart and soul of its audience, offering a unique blend of English and Spanish that resonates deeply with the diverse Hispanic community in Miami.”

Veteran Miami radio host Humberto "El Gato" Rodríguez anchors mornings, followed by Ailyn Luaces (10am-3pm), Tony Vargas (3-7pm), Santiago Duarte 7pm-Midnight), and Sarykarmen (midnight-6am).

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