Asheville Media Group Launches Asheville’s First Spanish-Language Radio Station

ASHEVILLE, NC, July 3, 2024 – Asheville Media Group announced today the launch of La Pantera 97.3, the first of its kind, Spanish-language radio station in Asheville. La Pantera 97.3 will serve the growing Latino community in western North Carolina, replacing oldies-formatted ‘Pure Oldies’ on 97.3 FM HD3 and

“La Pantera 97.3 is an exciting addition for us. The station combines regional Mexican music with a mix of Latin pop and Latin urban to serve our Latino community,” said Steve Richards, Operations Director.

The station has launched with a variety of music and plans to announce local programming to further connect and engage the community in the near future.

La Pantera 97.3’s programming is designed by consultant Gerardo Lopez who has created some of the biggest programs in Spanish language radio in the US and in Mexico. Lopez believes in the power of the community through radio. “I’m very excited for La Pantera radio network to continue to grow now in Asheville,” said Lopez. “We are grateful for our partnership with Asheville Media Group to give us the opportunity to serve our growing Hispanic community.”

La Pantera 97.3 will focus on working with local community leaders and business owners. The Latino community is western North Carolina’s fastest growing demographic, making up nearly twenty percent of the region’s population.

“Our team felt it was time to launch Asheville’s first Spanish language radio station and mentioned the idea to friends at Hola Carolina,” said Tom Davis, Market Manager. “Hola Carolina builds bridges between cultures and embraces the diversity of our community. They were excited to hear our vision for this brand and offered valuable insight and advice.”

Davis continued, “It’s been hard to keep this exciting news to ourselves, but we’ve had overwhelming support from clients who will have an opportunity to reach a portion of the population they have been unable to reach until now. We’re thrilled that La Pantera 97.3 is on the air in western North Carolina.”

The launch of La Pantera 97.3 marks a new chapter in Asheville Media Group’s commitment to the community it serves.

Hola Carolina Executive Director, Adriana Chavela is excited about the historic launch of La Pantera 97.3. “This milestone is a testament to the vibrant and growing Latino community in western North Carolina. It provides us with a powerful platform to share our music, culture, voices, and stories, fostering greater understanding and unity within our diverse region,”said Chavela.

La Pantera can be heard on 97.3 FM HD3 and online at

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Media Contact:
For media inquiries, interviews, and further information, please contact Tom Davis, Market President.

Advertising Contact:
To advertise your business and sponsorship opportunities, please contact Dawn Creasman, Sales Manager.

About Asheville Media Group (AMG):
Asheville Media Group, owned by Saga Communications, operates seven radio stations in Asheville/Western North Carolina; 105.9 The Mountain (WTMT-FM), Mix 96.5 (WOXL-FM), 98.1 The River (WOXL HD2), WISE Sports Radio 1310AM (WISE), 105.5 The Outlaw (WTMT-HD3), Rewind 100.3 (WTMT HD2) and La Pantera 97.3 (WOXL HD3). AMG continues to provide customized marketing solutions that leverage on-air, online and on-site assets that deliver substantial results for local businesses.