KPLS Radio: All-Kids, All the Time

KPLS-AM(830), the Southland’s first all-talk Spanish-language radio station, today becomes the Southland’s first 24-hour, all-children’s radio station.

KPLS vice president and co-owner Jim Villanueva said the decision to drop the Spanish-language format in favor of becoming an affiliate of the English-language Children’s Satellite Network was made “mainly for economic reasons.”

The Spanish talk-show format, launched in January, 1992, “was a new concept and we couldn’t generate the advertiser response and support necessary to carry on such a venture,” he said. The operation was closed last Friday.

KPLS becomes the 10th station to take programming from the 4-month-old Children’s Satellite Network, which offers around-the-clock programming for children and families from its core station in Minneapolis, known as Radio AAHS.

The format intertwines rock ‘n’ roll oldies and current pop songs, music by Raffi and other popular children’s recording artists, along with such features as call-ins, contests, story hours and--for moms and dads--parenting tips.

“We have to make certain it’s not difficult or annoying for parents to stay interested with their kids,” said Rick Lemmo, the network’s affiliate relations representative.

Villanueva said that children’s radio--or, as he prefers to call it, “family radio,” because “kids are usually listening with parents”--was “an obvious niche to fill” for KPLS, whose 50,000-watt daytime signal reaches from Orange County to Santa Barbara, with a smaller, 1,000-watt dusk-to-dawn range. It is also simulcast on KCTQ-AM (850) in Thousand Oaks.

“Children represent over a fifth of the market, and there’s no outlet directed at them,” he said. “I’m a parent of two kids--one almost 3, the other a few months old. With my daughter, I don’t always approve of what’s on television and I limit the amount of time she can spend in front of the TV. This is going to provide a very educational and uplifting outlet for children.”

Bill Barnett, president of Children’s Satellite Network, said the addition of KPLS was significant to the fledgling program service.

“We’ve been very fortunate to be in some major markets already,” he said, “but to be able to say you have a Los Angeles station says that children’s radio is here to stay. When national advertisers see this, and other markets see this, it’s going to give us the validation any network needs.”

KPLS initially will be broadcasting only network programming but plans to add local programs gradually.

“As we start getting into it down the road,” Villanueva said, “we want to originate a morning show. We’re starting to put together some ideas for it.” He “absolutely” plans on having local children become involved in the Orange-based studio, behind the scenes and on the air.

Meanwhile, local children listening can participate in call-in shows via the network’s 800 number.

About the station’s former Spanish-language format, Villanueva said, “We certainly would like to thank the listeners and advertisers and our employees for their support. Other than that, I really don’t want to say anything else--we’re definitely looking forward.” He would not say how many of the station’s approximately 30 employees would be retained.

Reaction to news of the format change was mixed.

Lili Mendoza of Santa Ana, an executive for a labor union, was saddened: “We really are going to miss it here. ‘La Voz’ (“The Voice,” as the station called itself) was an excellent radio station and a lot of other people are going to miss it. It was the only Spanish radio station I listened to.”

Another Santa Ana resident, Alessandro Duran, 27, said he relied on the talk-radio station to inform him of traffic problems around Southern California. “I would turn on the station and find out where I should not drive. It was very helpful,” he said.

But Mario Gomez of Anaheim said he liked the idea of a children’s music program.

“I have three children and it might be good for them while they are getting ready for school,” Gomez said. “We listen to the radio each morning. Maybe my children will like it.”

Times staff writer David Avila contributed to this article.