08:13 PM CST on Friday, March 17, 2006

By Karla Barguiarena / 11 News

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They're called "The Mexicanz" but their reach goes way beyond the Mexican community.

KHOU

Mega 101 has quickly become a top 10 radio station in Houston.

"We don't alienate anyone on our show and single anyone out we are all about encompassing the masses," said Rascal, a morning DJ at Mega 101.

In 2004, KLOL radio adopted a new format trend dubbed Hurban or urban with an H for Hispanic. Mega 101 is now a cross between hip-hop and salsa music, often called reggaeton.

The DJ 's who play it speak both English and Spanish to their listeners.

"I think that that's what the majority of the Latinos do now. They mix it naturally without even noticing it," said Liz, a Mega 101 morning DJ.

Liz even has a reminder to try and reach that Spanish speaking audience.

"Despues de que Rascal hable you can totally erase it...," she said.

They say its what's made this sophomore radio station one of the top 10 most listened to in the Houston area.

"We unite everyone under music, under entertainment its a universal language," said morning DJ Chico.

The success of Clear Channel's Mega 101 has sparked a nationwide movement. In the last two years, at least 29 radio stations have converted to the Hurban format.

"It doesn't suprise me," said Dr. Lorenzo Cano, a UH professor of Mexican-American studies.

Dr. Lorenzo Cano says it was only a matter of time before advertisers discovered the purchasing power of second and third generation Hispanics.

"We have a new fresh crop of people who are having kids here who are growing up here in the U.S.and this generation is growing up bilingual," said Dr. Cano.

"Our numbers are so big you can't ignore what we are and what we are doing," said Chico. "The total proverbial melting pot, that's what this station is that's what Latinos are as a whole."

KLOL says all it's done is take to the air what's on the street.