Once jazz selections were on the ai

Once jazz selections were on the air, listeners happily welcomed them—but some¬thing was amiss: few of those who called in "sounded Hispanic." "What are they doing listening to our station?!" thought KUVO's founders. The question was asked not with prejudice, but with perplexity. To confuse everyone more, listeners who called in dur¬ing Spanish-language programming spoke English and requested tejano and similar musical genres produced along the Mexican-American border and in the southwest United States, rather than traditional Mexican music. This diversity of the listening audience was critical in establishing the station's current mission: