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Montreal, January 12, 2009 – Mix 96, the most listened to English radio station in Montreal evolves today to become the new Virgin Radio 96. This is the fourth Virgin Radio station Astral Media has launched in Canada as part of a commercial association entered into by Astral Media and Richard Branson’s Virgin Radio International.
Some companies wouldn’t dare make changes to a strong, market leading radio station but Astral Media saw an opportunity to bring Mix 96 to the next level by marrying it with one of the most recognized brands in the music industry. “The Virgin brand was built in music and is one of the most respected global brands. We could have sat on our number one position, and not challenged ourselves, but that’s not what we are about ” says Vice-President and General Manager of Astral Media Radio Montreal, Luc Tremblay “Complacency never wins, we pushed the envelope and re-engineered our programming. This is the 21st century, it should not be more of the same, we want to try new exciting stuff while keeping the best of what made us the most listened to radio station in this city”
Loyal listeners who currently love Mix 96 won’t be disappointed by the launch of Virgin Radio 96, as many well loved hosts and shows remain on the schedule but with some exciting new additions. Nothing goes better with a strong cup of coffee than The Breakfast Show with hosts Cat and Lisa. Stay tuned for some fresh chemistry as this dynamic and popular morning duo will be welcoming a new secret co-host. Montrealers can breathe a big sigh of relief as station staples The Nat Show continue from 10 am to noon and 80’s and 90’s On Demand from noon to 1 pm.
Virgin Radio 96 takes serving its community very seriously. On a mission to improve workplace morale all over Montreal, The Beat with Heather B will be energizing afternoons every weekday 1-4 pm. After that, from 4-7 pm, in a public service attempt to reduce road rage, The Rush with Mark and Chantal will take the edge off the afternoon drive and have commuters laughing and singing all the way home.
Injecting a new sound, energy and some international flair, Virgin Radio 96 will also be importing the best of radio entertainment from beyond the border. Taking time out from his 19 other jobs, one of the world’s most famous media personalities Ryan Seacrest will be working his radio magic in Montreal. On-air with Ryan Seacrest will run every weeknight from 7-10 pm offering exclusive celebrity interviews and gossip and playing all the hits. Crossing the border any day now is also the Hit 40 UK Countdown where Montrealers can hear all the Euro hits before they officially land on North American soil. This, combined with the Virgin New Music Experience at 9 pm will certainly give people a reason to boast about their music cred Monday morning at the office water cooler.
Popular morning show host Lisa Player says, “The station’s sound will be more of what our listeners love but supercharged with an international feel and new high profile hit music and shows”. Her co-host Cat Spencer continues “If listeners liked the Mix 96 they are going to love Virgin Radio 96!”
Have look at the new place at www.virginradio.ca.
About Astral Media
Astral Media is a leading Canadian media company, active in specialty and pay television, radio, outdoor advertising and interactive media. Astral Media's solid and dynamic presence in the country’s major markets rests on its commitment to offer a unique combination of high-quality, targeted media for all its audiences. For more information about Astral Media, please visit www.astralmedia.com.
About Virgin Radio International
From Bangkok to Bangalore, Delhi to Dubai, Milan to Mumbai and Toronto to Toulouse to Turkey, Virgin Radio International is one of the most exciting and fastest growing companies in Richard Branson’s Virgin Group. Virgin launched its first radio station in the UK in 1993. More recently it established Virgin Radio International to develop opportunities outside of the UK. This has lead to radio stations being launched in Canada, Dubai, France, India, Italy, Thailand and Turkey. Opportunities are being considered in Europe, the Middle East, North and South America and Asia. For more information on Virgin Radio International please visit www.virginradio.com.
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For more information, please contact:
Evelyne Ouellet
General Manager – Communication and Marketing
Astral Media Radio
eouellet@radio.astral.com
514.233.8239
Valerie Dorion
Public Relations
Velocity
Valerie.dorion@aemedia.com
514.293.0802
Please click here to download the complete Press Release