The Three New FM Stations For Kingston

Earlier this summer, the CRTC decided to allow three new FM stations to go to air in Kingston (http://www.crtc.gc.ca/archive/ENG/Decisions/2007/db2007-334.htm). The decision basically allowed CORUS to change their AM station CFFX Oldies 960 into an FM station (104.3), CHUM (now part of CTVglobemedia) to change their AM station All Times Favourites 1380 CKLC into an FM station (98.9), and K-ROCK 1057 Inc. to add a second Canadian station (93.5).

CORUS won the race of first to air, but don't let the format of 104.3 FM fool you. It won't be a classic country station. The old country playlist on CORUS' new frequency is a weak attempt to pull listeners from KIX 102.7 during the BBM survey. The strong rumour is that CORUS is going to add a Lite Rock format to partner with FM96 (the rebranded CFMK that didn't go Classic Rock, but instead chose "The Greatest Rock And Roll Of All Time" in a reformat and rebranding exercise earlier this summer). Targeting Females 25-54 is a natural move since most in the industry agree that FM96 was an attempt by CORUS to grab some of the Males 25-54. Looking at some of CORUS' existing brands, could Kingston see a Magic 104.3? Or maybe the braintrust at CORUS, after targeting the older listenership of K-ROCK with FM96 will set their sights on the K-ROCK's younger demographics and bring Kingston The EDGE 104.3, a clone of their popular alternative rock brand.

CTVglobemedia is doing market research to find out what listeners want from 98.9 FM, through a website (http://www.989.fm/) and with a telephone research firm. By listening to format samples, listeners can chose how often they would listen to a station that played "Classic Rock" or "Top 40s" or "Easy Listening" and just about every other format, with the exception of talk. The telephone research firm has been calling Kingston residents playing the same format clips that are on the website, and based on the questions asked by the phone surveyors, a good bet would see CTVglobemedia add a Top 40 format to their station. With FLY-FM's move to a more Hot A/C format in the past year, it's a safe bet to assume CTVglobemedia has been testing the local waters of some hotter playlists, and with their marquee station, CHUM FM in Toronto, they could easily pull it off. Looking at some of CTVglobemedia's existing brands (and brands they suveyed over the phone) could Kingston see a Energy 98.9 FM or The Bounce 98.9 FM?

The last piece of the Kingston airwaves puzzle is what John Wright at K-ROCK 1057 Inc. does. The basis for the application to add 93.5 FM was to give Wright the ability to compete with the other broascasters who would have multiple FM stations in the Kingston market. Arguably, Wright already had two through his partial ownership and ability to sell advertising on American station KIX Country 102.7 FM (WBDR). The strategy for 93.5 FM would be to move the format of KIX 102.7 to the new 93.5 FM Canadian station. The CRTC application and decision outlined a number of areas they would support in country music, aside from the format (funds for developing country artists, talent search, and music festival). All things considered, don't expect a new country station. The CRTC license does NOT mandate music format. So long as they spend the money how they said they would, they could play whatever format of music they wanted. I wouldn't be surprised to see 102.7 stay country, with the support of the festival, talent search, and artist development happening to keep the letter of the application in good standing, with a completely different format for 93.5 FM. With Wright's ties to Rogers Radio (through K-ROCK 105.7 FM) could Kingston see a 93.5 EZ-ROCK?

Time will tell...keep your radio tuned!