KTRB has made yet another programming change switching from an all Spanish format to all news on March 17, 1998. According to GM Jerry Moore, 16 employees were fired March 13, 1998 and the station rolled out it's all news format on March 14, 1998 at midnight.
Moore said that initially the news content will be provided by KMPH-FM (107.5) in Fresno. Both stations are owned by Harry Pappas. KMPH also is an all-news format, similar to regional stations such as KCBS in San Francisco and KFBK in Sacramento.
KTRB switched from country and western music to a Spanish format in 1994. General Manager Jerry Moore said "the landscape has changed dramatically. While many companies court the San Joaquin Valley's Spanish-speaking market, KTRB is headed in the opposite direction because the landscape has changed dramatically."
Moore said that KTRB will become a source for Modesto and area news and will provide national stories from CBS and The Associated Press.
"There are far more Spanish music stations broadcasting now (in the Modesto area) than when we switched formats in 1994, and most are owned by large conglomerates," Moore said. "They were able to undercut the market on sales. With more stations carving up the market, the station's profitability was threatened."