CBS Radio operates radio stations across the United States, including 5 stations in the Dallas/Fort Worth market. One of these stations, KMVK-Dallas (La Grande 107.5), targets the large Hispanic population in the area, specifically the 85.5% that are Mexican-American. The station changed to a Regional-Mexican format in 2013 and saw ratings growth as a result. La Grande owes its success to factors like local programming tailored to the community and frequent audience research.

2. CBS Radio is a major broadcast media operator in the United States, distributing its programming to
117 radio stations in 26 markets. The CBS Radio broadcast that reaches the Dallas/Fort Worth
markets operates 5 FM stations, such as Jack FM, KLUV, 1053 TheFAN, KVIL, La Grande 107.5,
and news-format station in the AM frequency.
As the Hispanic markets continue to grow, media venues are increasingly attempting to target this
demographic, and CBS Radio is not the exception.
KMVK-Dallas, better known as “La Grande 107.5”, is CBS Radio’s Hispanic format station that
attempts to target the 1,746,000 Hispanics in the DFW area.
La Grande is a fairly new station, since it experienced a format transition in July 25th, 2013.
Former Mega 107.5 used to broadcast Hispanic music and targeted audiences from all
Latin American countries living in DFW. However, Hispanic audiences are highly segmented,
and their musical appeal differs according to nationality.
According to the Pew Research Center, 85.5 percent of Hispanics in DFW are Mexican-American.
This cohort of Hispanic demographics represents an audience that prefers a very specific
Spanish-language format in music: Regional-Mexican.
Therefore, the programing director, Jimmy Gonzalez, decided to modify and rebrand the
existing station, turning it exclusively into a Regional-Mexican format that would better
appeal to the Mexican population, increase ratings, and improve sales.
Consequently, Mega was transformed into La Grande 107.5.
The corporate decision was successful and ratings started to escalate. Throughout the second half
of 2013, La Grande’s transformation upheld a slight but steady growth; however, throughout the
first two quarters of 2014, La Grande’s evolution became evident as it rapidly started to gain
market share and match its major competitors’ ratings. Recent research has shown that
KMVK- Dallas is the second most tuned in radio station in DFW, ranking closely to
Univision KLNO, which is the leading station in Spanish formats.
La Grande 107.5 owes its success to one of their biggest competitive advantages, which is
the fact that it operates as a local broadcaster. The station bases its programming strategies
on frequent and intense media and audience research. The station, additionally, monitors every
step of their programming in order to improve its operation and increasingly attempts to engage
its listeners through its regional music, appealing on-air personalities, community outreach efforts,
musical events, and commercial targeting.
As La Grande keeps gaining cumulative audience and time spent listening (CUME & TSL),
harmony, teamwork, open-communication, respect, synergy, efficiency, leadership,
encouragement, and professionalism are values highly fomented in its workplace.

3. Adriana Sanchez
Summer/Fall Intern 2014
“The Mega Intern”-office nickname
The CBS Radio internship program represented a positive experience to my professional
development and personal growth. The program offered me a wide variety of opportunities
for me to explore. My supervisor, KMVK’s programming director, Jimmy Gonzalez,
encouraged me to participate in every department, task, and element necessary to
operate the station.
Day after day, I faced a new task, a new responsibility, a new challenge.
I was assigned different superiors, who trained me and guided me through the different
broadcasting subjects and technical operations.
CBS Radio empowered me by giving me full responsibility of my assigned tasks,
which developed and improved my professional expertise.
The main areas in which I participated the most were the following:
• Programming
• Media and audience research
• Commercial production
• On -air and board operations
• Photography
• Event marketing
• Branding management
• Community outreach
Tasks and responsibilities
Programming
Media and audience research
Among the diverse program assignments, I was able to explore areas
such as programming and strategy, which involved media and audience
research, ratings reporting, media monitoring, song selection and categorization,
competitive monitoring, audience feedback, commercial-timing strategies,
and intel-status reports.
Skills developed: Understanding of media industry
Usage of media research tools
Creation of reports and spreadsheets

4. Commercial production
Another area I could participate in was commercial production, which allowed me to implement my video
editing skills in order to create promotional videos that promoted the station as a brand.
My Spanish diction also allowed me to participate in voicing several commercials for the different brands
that advertised their products and services in La Grande. Several producers and station djs taught me the
basics of production and audio editing software, as well as voice delivery and microphone techniques.
Skills developed: Video and multimedia production
Audio editing
Commercial voiceover
Microphone techniques
I also got the opportunity to participate in the creation
and execution of the station’s 1-year anniversary campaign,
which was called GRACIAS 107.5. My responsibilities
involved creating promotional multimedia content, in which
I was the main producer, director, and copywriter.

5. On- air performance
The most exciting and challenging task I was assigned
was on-air performance. I was given the opportunity to host a
midnight show where I would run the board and go on air by
myself. It was my responsibility to prepare the content and
on-air copy points.
Skills developed: Microphone technique
Time management
Delivery quality
Content development
Board operations
Djs were in charge of training me and teaching me how to properly use
the board and audio equipment. I learned how to import callins and
how to synchronize Vox Pro (an audio editing software) live reads into
regular programming. I was also taught how to check the commercial log
and make sure every commercial and live read was played at the right time.
At the end, I had to sign the log, therefore I was liable and responsible if a
commercial was not aired.
Skills developed: Technical board operations
Audio editing

6. Photography & Event marketing
The program allowed me to participate in events that promot-
ed other CBS radio stations, such as KMVK. During promo-
tional events I was assigned to assist with the event set up and
photography.
I covered events, such as “Fiestas Patrias”, “Gracias 107.5”, and
“First Course, Taste of Dallas”.
Skills developed: Event photography
Event planning
Branding, marketing and management
The internship program allowed me to attend and participate in marketing
and strategy meetings, where the main branding decisions were made.
Business plans were discussed, as well as event marketing and strategy
development. Discussions between brand advocates, marketing directors,
event planners, and sales representatives would take place during these
meetings.
For example, they would determine
whether the station would charge
for events, and how this decision would
affect the company’s long-term image.
Skills developed: Marketing strategy
Decision making

7. Community outreach
CBS Radio engages its diverse audiences by localizing their broadcasting content and reaching out to the
community. The stations host local events where they encourage listeners to attend and participate in the
event activities. KMVK-Dallas has a family oriented focus on these events. Employees, radio personalities,
managers, and staff interact with listeners that attend the stations’ events and attempt to build a relationship
with them. By reaching out to the community, stations build a connection with their audiences, which allows
radio personalities to better understand and address their public on air. By having that direct social contact
and interaction opportunity, listeners feel related to the station’s radio personalities, which gives them
another reason to tune in when they are on air.
Sharing, understanding, interacting, and communicating with the audience were highly encouraged tasks
throughout the internship program, and represent important company values of KMV-Dallas.
Community outreach clearly plays a significant role in the station’s success.

8. EDUCATION
Texas Christian University, Schieffer School of Journalism, Fort Worth, TX
Bachelor of Science, May 2015
Major: Strategic Communication (Integrated Public Relations and
Advertising) Minor: General Business
Cumulative G.P.A.: 3.8
Istituto Italiano di Cultura – Ambasciata Italiana
(Italian Embassy at Guatemala)
B2 Italian Language January 2010 – May 2012
Instituto Austriaco Guatemalteco, Guatemala
(The Austrian School in Guatemala)
- Austrian Matura (European Diploma) August 2009
SKILLS AND CERTIFICATIONS
Commercial and artistic photography: student.tcu.edu/masanchezpalaci
EGUMPP (Electronic Grammar Usage Mechanisms Proficiency Program)
Microsoft Word, Excel and PowerPoint
Adobe InDesign, Photoshop, Bridge
MRI+, SRDS, Media Monitors, Mintel, Media Buying Software
(Media Flight Plan), Ad$pender
LANGUAGES
Spanish - Native fluency
English – Fluent spoken and written (TOEFL SCORE: 109 iBT)
German - Fluent spoken and written (C1)
Italian - Fluent spoken and written (B2)
French - Basic spoken and written (A2)
WORK EXPERIENCE
CBS Radio June 2014 – Dec 2014
Internship KMVK Dallas/Ft. Worth
Programming, Production, Brand Management, Non-traditional revenue
Responsibilities: Creating Intel and ratings reports, programming
strategies, on-air broadcasting, board operations, branding and marketing
strategies, commercial voiceover, commercial production, audio editing,
community outreach, photography, video/multimedia production and
editing, social media, event planning and execution.
Implementation of language and technical skills.
iProductions June 2012 – Aug 2012
Events and Promotions, Guatemala City, Guatemala
Production Department –
Responsibilities: Event planning and promotional execution
Distribuidora Alcazaren, Guatemala City, Guatemala
Events and Promotions June 2010 – Dec 2010
Wine Department –
Responsibilities: Promotional strategies of wine brands
RELATIVE COURSEWORK
Dale Carnegie Training
Interpersonal communication seminar - Public-speaking skills
COMMUNITY INVOLVEMENT
Helps International, Guatemala
Adriana Sanchez
m.a.sanchezpalacios@tcu.edu or adris.mas@gmail.com
+1 817-991-8891
3212 Cockrell Ave
Fort Worth, TX 76109