Imagine a radio station that doesn’t just speak one language—it speaks three. Avanza, a groundbreaking public radio station in Salt Lake City, is redefining what it means to connect with listeners by catering to English, Spanish, and Spanglish speakers alike. But here’s where it gets controversial: in a media landscape often divided by language, Avanza dares to bridge the gap, targeting a demographic that’s often overlooked—bilingual Latinos and English speakers with ties to Latin America. Is this the future of inclusive broadcasting, or a niche experiment? Let’s dive in.
Launched in the spring of 2024 and housed at the University of Utah, Avanza (FM 88.3) isn’t just another radio station. It’s a sister station to KUER, Utah’s National Public Radio affiliate, but with a unique mission. Edgar Zuñiga, Avanza’s program director, explains, ‘We noticed a gap in local media—English outlets rarely speak to the Latino experience, while Spanish-language stations often cater to recent immigrants.’ Avanza steps into this void, offering a blend of languages and cultures that’s as fluid as its audience’s identities.
And this is the part most people miss: Avanza isn’t just about language—it’s about community. Carina Linares, the station’s engagement producer, embodies this mission. Raised in Logan to a Guatemalan father and Ecuadorian mother, she understands the multicultural experience firsthand. ‘We’re a space for people who might speak a little Spanish, a lot of English, or somewhere in between,’ she says. ‘Everyone belongs here.’ From Latin music genres like salsa, bolero, and bachata to locally produced shows like ‘Hecho en Utah’ (profiling Latino entrepreneurs), Avanza celebrates diversity in every note and narrative.
But here’s the bold question: Can a station that refuses to pick a side—English or Spanish—truly thrive? Maria O’Mara, executive director of Avanza, KUER, and PBS Utah, believes so. ‘Our target is the millennial who grew up translating for their parents,’ she says. ‘They’re bilingual, bicultural, and hungry for content that reflects their reality.’ Yet, the station isn’t ignoring newer immigrants—it recently expanded its signal to Ogden, reaching a broader audience while streaming online for global listeners.
Avanza’s programming is a mix of partnerships and original content. Collaborations with Radio Bilingüe and Bilingual Sounds bring national perspectives, while local shows like ‘Punto de Encuentro’ (launching in January) tackle issues like mental health, education, and immigrant experiences. Journalist Pablo Tellechea, who hosts the show, emphasizes, ‘This isn’t just about Spanish speakers—it’s about bringing everyone to the table for a better society.’ But here’s the counterpoint: Can a station that avoids taking sides in politics truly drive meaningful change? Or does neutrality dilute its impact?
Music remains Avanza’s heartbeat. Zuñiga and Linares highlight the station’s commitment to showcasing the full spectrum of Latin music, beyond the regional Mexican hits dominating commercial stations. ‘We’re painting a full array of sounds,’ Linares says. ‘From Caribbean rhythms to cumbias, there’s so much more to Latin music than what’s on the mainstream.’
As Avanza grows, it’s also investing in local talent. Zuñiga envisions a future where volunteer DJs reflect Utah’s diverse communities. ‘We want to be increasingly local, to give voice to the people who call this place home,’ he says. But here’s the final thought-provoking question: In a world where media often divides, can Avanza’s inclusive approach become the norm? Or will it remain a rare gem? Let us know what you think in the comments—we’re all ears.
