A star radio is born
Morena FM was founded on December 6, 1987, and caused a revolution in the regional radio market. It brought together many genres of music, without a break in the programming pattern. The blues, jazz, classical, reggae and rock music had never been played on local stations before Morena. Now, they are heard regularly, along with the more traditional regional and national pop music.
Morena was the first Latin American station to use 100% CD based programming. In 1994, it was the first to broadcast all its commercial breaks using digital equipment, the 360 System's DigiCart II. Beginning in 1992, always the pioneer, Morena was the first in Brazil to have both Latin and World Beat music programs. It was proud to be the first to sponsor a project to promote local artists, the Jupara Project.
Morena invented the MiniProg approach to programming and the short, one minute news breaks on the hour. Each MiniProg features a three-track sequence of the same musical genre. For example, it might play three Latin tracks or three dance tracks. It's our way of introducing the different genres of music to our audience. It works. Morena has captured the largest share of the regional audience since 1988.
Radio Morena continues to invest in new digital equipment and to develope new programming ideas. Consequently, it's operation is often copied by the other stations. Its Jupara Project, begun in 1993, has radically improved the regional artist's market. Today, there is an entirely new genre, the Grapiuna Music. It is complete with its own label, CD's, artists, shows and culture.
It all started with the Jupara Awards which are voted directly by the public. It rewards the best of the regional artists and offers them the opportunity to have their music played on Radio Morena. Their music will later be included in the Jupara CD, an annual disc featuring the best Grapiuna Artists of the year since 1995.
Morena was the first radio in its state to have a website and to broadcast live on the internet. Today it's one of the best known brazilian stations in the cyber community abroad. It owns a portal, Calango, featuring a bunch of other fine websites, like The Brazilian and Alma Grapiuna.
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