KVIB is a bilingual (Spanish

Spanish language

Spanish , also known as Castilian , is a Romance language in the Ibero-Romance group that evolved from several languages and dialects in central-northern Iberia around the 9th century and gradually spread with the expansion of the Kingdom of Castile into central and southern Iberia during the...

/English

English language

English is a West Germanic language that arose in the Anglo-Saxon kingdoms of England and spread into what was to become south-east Scotland under the influence of the Anglian medieval kingdom of Northumbria...

) radio station serving the Phoenix

Phoenix, Arizona

Phoenix is the capital, and largest city, of the U.S. state of Arizona, as well as the sixth most populated city in the United States. Phoenix is home to 1,445,632 people according to the official 2010 U.S. Census Bureau data...

 metropolitan area and licensed to Sun City West, Arizona

Sun City West, Arizona

Sun City West is a census-designated place in Maricopa County, Arizona, United States. The population was 26,344 at the 2000 census.-Geography:Sun City West is located at ....

. The station is owned by Sun City Holdings under the name of "Sun City Communications," and is part of the Great Hill Partners investment portfolio.

KVIB is currently the only Phoenix-area station to adopt the Hispanic rhythmic

Hispanic rhythmic

Hispanic rhythmic, also known as Hispanic urban or "Hurban", is an American radio and format genre that features a Spanish-language musical mix of Latin hip-hop, Mexican hip-hop, reggaeton, dancehall, Latin pop, dance, tropical and salsa hits, all geared towards a bilingual audience, most of them...

("hurban") format, a youth-oriented radio format that plays both Spanish-language and English-language pop. The station's mix of music targets the Valley's burgeoning young Latino population, particularly long-time residents who can speak English but prefer Spanish.