Que Pasa, the Spanish-language communications company, has landed the exclusive radio rights in the Triad and Triangle to the 2010 World Cup from Futbol de Primera.
Futbol de Primera is the sanctioning body for broadcasting World Cup soccer games by radio. Que Pasa, which has seven radio stations in the Triad and Triangle, also had the rights to the 2006 World Cup.
Because of the time-zone differences between South Africa and North Carolina, the games will take place between 7 a.m. and 10 a.m. and at 2 p.m. in this area. The hours present an opportunity for Que Pasa in terms of its radio audience because many of the Triad's more than 100,000 Hispanics are at work then, Jose A. Isasi, the chief executive of Que Pasa, said. "That is working time," he said. "People are not really watching TV. They basically listen to the radio."
Que Pasa expects to increase its ad rates by 100 percent during the tournament. Leading up to the games, Que Pasa Media Network will provide a variety of World Cup-related programming for its radio listeners and newspaper readers. Also, Que Pasa newspaper will publish a magazine, starting April 29, that will have 12 editions dedicated to the World Cup games.