Miami radio host mixes it up in "emotional blender"

By Leila Cobo

MIAMI (Billboard) - The images plastered on Miami buses show radio personality Javier Ceriani wearing fur and rhinestone-studded glasses, his long blond hair flowing. "Glamour, papa, glamour!" screams the quote above his head.

Ceriani is the host of "Zona Cero" (Ground Zero), the popular morning radio show on WCMQ (Clasica 92.3 FM), Miami's fourth-rated station.

With his flamboyant sense of fashion and outrageous comments, coupled with keen intelligence and willingness to tackle a broad range of issues, Ceriani has broken the mold of what a Latin radio host should look or sound like. He spoke recently with Billboard about his approach to radio.

Q: Your show is completely different from other Spanish-language morning radio. Why is it successful?

Javier Ceriani: In the mornings, almost everybody bets on one thing. I want to transcend by improving the world, criticizing and providing the audience a space to vent their opinions. It's Ground Zero. I have people from many countries, many political beliefs. Every morning we have a debate, and at the end, we laugh together. We don't screen calls. That excites and amuses me. I never know how people will respond.

Q: Who listens to you?

Ceriani: I never think of my target audience. I'll sometimes play dance music from Ibiza, which I know a little old lady won't appreciate. But she puts up with it because she likes another portion of the show. It's a stretch for them. It's not a comfortable show. It's like a roller coaster that takes them out of their comfort zone.

Q: You've spoken about "shock moments." What are they?