Shortly after the stroke of midnight January 1, listeners who tune into 87.7 FM will hear something remarkable for Northeast Ohio, as Auld Lang Syne becomes “Por los Días Pasados.”

The transition to Spanish midway through the New Year’s Eve ballad will herald a new day for Cleveland radio and for the Hispanic community of Northeast Ohio. It will introduce La Mega, “the Big One,” the first Spanish radio station broadcasting 24/7 across the region.

News of the new format is running electric through a Latino community unaccustomed to hearing its music and voices on local airwaves. It’s also drawing keen interest from advertisers who would like to reach that growing market.

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