 In November 2002, HBC launched a new Regional Mexican music format called "La Jefa" with new call letters KJFA.HBC became Univision Radio in 2003.For the first few years, KJFA was not as competitive with then-top Spanish station KLVO "Radio Lobo", but at the end of 2006, Univision moved KJFA to 105.1 FM, and made changes in programming, including adding the Piolin morning program which had helped make "La Jefa" the top Spanish-language station in the market for a few years.