In Cincinnati, "The future of rock 'n' roll" has gone Latino.
WOXY-FM "97X" becomes a Spanish-language FM station starting this week. The station has gone through several changes in recent years.
It once promoted itself with the "Bam! The future of rock 'n' roll" slogan that Dustin Hoffman's character kept repeating in the "Rain Man" movie.
The station has been leased by TSJ Media, publishers of Spanish-language La Jornada Latina newspapers and magazines in the region.
The Cincinnati Enquirer reports "La Mega 97.7" will play Mexican, Latin rock, salsa and Caribbean music. The goal is to appeal to the Cincinnati-northern Kentucky region's growing Hispanic audience which make up more than 3 percent of the population.
Based on reporting by The Associated Press.