 At the time, it was owned by Booth American's West Coast division, Genesis Broadcasting; when all of Booth's Texas stations were divested when Booth merged with Broadcast Alchemy to form Secret Communications, Tichenor Media bought KSRR for $3.8 million.Tichenor, a specialist in Hispanic broadcasting, relaunched KSRR as Spanish AC outlet "Éxitos en Español, KSRR FM 92.9" on March 27, 1993; later that year, it flipped completely to romantic as "La Romántica" with new KROM call letters.In 1995, KROM flipped to Regional Mexican as "Estéreo Latino".