One jazz selections were on the air , listeners happily welcomed them-but something 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 during Spanish-language programming spoke English and requested tejano and similar musical genres produced along the Mexican-American border and in the southwestUnited states, rather than traditional Mexican music. This diversity of the listening audience was critical in establishing the station’s current mission: