TV & VIDEO - March 14, 1989

Spanish language station KMEX Channel 34, which regularly runs ahead of rival KVEA Channel 52 in nighttime ratings, will make some “radical changes” in its 4-6 p.m. lineup next month to stave off gains by KVEA in the daytime. KMEX will carry more U.S.-based productions, such as a Spanish-language version of “The Judge,” and a talk show. These programs will replace the afternoon soap operas, or novellas that have been losing out to KVEA’s “Uno Nunca Sabe” game show and “MTV Internacional.” KMEX researcher Mariala Massakas, citing January’s Arbitron figures, says KMEX leads during the 7-9 p.m. time period with a commanding 78% of the Hispanic audience. Bob Kurtz, research director at KVEA, concedes that KMEX has two-thirds of the prime time Latino audience, but said his station has made “major gains” in the daytime.