CKFM-FM

For other stations of the same name around the world, see Virgin Radio.

CKFM-FM

City of license	Toronto, Ontario
Branding	99-9 Virgin Radio
Slogan	"#1 Hit Music Station!"
Frequency	99.9 MHz (FM)
First air date	1947
Format	Contemporary Hit Radio
ERP	40,000 watts
Callsign meaning	C K Frequency Modulation
Owner	Astral Media
Website	99-9 Virgin Radio

CKFM-FM, branded as 99-9 Virgin Radio (known on-air as "ninety-nine-nine Virgin Radio"), is a Canadian radio station, broadcasting at 99.9 on the FM dial in Toronto, Ontario. The station is owned by Astral Media. Formerly branded as 99.9 Mix FM, it adopted its current brand on August 25, 2008, pursuant to a licence from the Virgin Group.^[1]

The station airs a Contemporary Hit Radio format (as it reports to BDS and Mediabase as a Canadian Top 40 Airplay panel Canadian CHR reporter), and is the flagship of Canada's Virgin Radio stations. Like most Toronto radio and TV stations, CKFM broadcasts from the CN Tower and gets a small percent of their listeners from the U.S.

History

The station was launched in 1938 by the Rogers Radio Broadcasting Co. Ltd. (operated by the father of the founder of Rogers Communications, Ted Rogers Sr.) as experimental FM station VE9AK. The station went off the air between 1942 and 1945 due to the war. It began broadcasting at 99.9 FM in 1947 as CFRB-FM, a simulcast of CFRB AM. Rogers Radio Broadcasting eventually became known as Standard Broadcasting which was acquired by Argus Corporation in 1948.

In 1960, the complete simulcast was dropped, in favour of some unique programming.

In 1963, the station changed its call letters to CKFM. All CFRB programming was discontinued.

The station adopted the brand name, Mix 99.9, in 1991, and adopted the hot adult contemporary format. The brand name was changed slightly to 99.9 Mix FM or simply Mix FM on August 8, 2006, and the branding was phased in throughout the day. This coincided with the return of former Kiss 92 morning show hosts Mad Dog and Billie.

A Canadian Radio-television and Telecommunications Commission (CRTC) decision from May 31, 2007, stated that the station's call sign was changed to CFMX-FM.^[2] Within weeks, the station reverted back to CKFM, due to both potential confusion with CFMZ-FM as that station, licensed to Cobourg but also heard in Toronto because of a rebroadcaster, was previously known as CFMX-FM; and because^[3] as of November 14, 2007, according to Industry Canada databases, the Toronto rebroadcaster of CFMZ-FM was actually still known as CFMX-FM-1 (not CFMZ-FM-1).^[4]

On October 28, 2007, CKFM was purchased by Astral Media as part of its purchase of Standard Broadcasting. Since its purchase by Astral Media, the hot AC format has gone more in a rhythmic-leaning direction, patterned after sister stations Mix 96 in Montreal and Crave 95 in Vancouver, which both carry rhythmic-leaning hot AC formats. It also airs the American Top 40, which usually airs on CHR stations across the United States and Canada. As of 2010, BDS moved CKFM to the Canadian CHR panel due to its shift in direction which now mirrors that of the current Top 40s in Canada.

Re-branding as Virgin Radio

Mix 99.9 logo, used from 1992-2006.

Astral announced a partnership with the Virgin Group to rebrand the station "Virgin Radio 999" on August 25, 2008, taking effect at 4:00 p.m. that day.^[1] The change came just before the original UK Virgin Radio station was slated to lose its licence to the Virgin name (it is now known as Absolute Radio).^[5] Almost all of the pop-rock tracks and 1980s and 1990s songs were dropped when the station rebranded.

Astral officials indicated at the time that, if the rebranding was successful, the Virgin Radio brand would eventually be rolled out to other markets nationwide.^[6] Barely three months later, on December 4, Astral deemed the new brand a success, and announced that stations in Montreal (CJFM-FM), Ottawa (CKQB-FM), and Vancouver (CKZZ-FM) will be rebranded as Virgin Radio stations effective early January 2009.^[7] All three stations will retain essentially the same formats (rock at the Ottawa station, hot AC in Montreal and Vancouver).

CKFM's format is more rhythmic-leaning from the other Virgin stations, because both Virgin stations (formerly under Mix 96 & 95 Crave) kept their AC-leaning hot AC sounds with less rhythmic edge. However, even though CKFM's sister station CJEZ-FM switched from adult contemporary to adult hits on Boxing Day 2009, it would be impossible for CKFM to lean in a soft rock/AC direction in the Toronto radio market, since stations in Newmarket (CKDX-FM), Hamilton (CKLH-FM), and St. Catharines (CHRE-FM) would be competitors to the lone station in Toronto playing that format, CHFI-FM, because of their strong signals. Also, CKFM's current slogan is "Toronto's New #1 Hit Music Station", more likely competing with CKIS-FM and CIDC-FM, which support the mainstream top 40 format, as well as CFXJ-FM, which airs the rhythmic top 40 format. However, in terms of strictly hot AC, it continues to compete directly with CHUM-FM, despite having been removed from BDS's Canadian Hot AC panel. The stations mentioned above continue to support their respective formats rather than the adult top 40/hot AC format.

On the summer 2009 BBM book, CKFM began beating its sister AC station, CJEZ for the first time.

As of 2009, CKFM's and CJEZ's jingles and IDs sound very similar, even after CJEZ adopted a new format, branding, and callsign (as CHBM-FM).

As of September 2009, the station was moved to the Canadian contemporary hit radio panel on Mediabase and BDS, making the station the first in the contemporary hit radio format with a transmitter atop the CN Tower and the second Top 40 station licensed to the City of Toronto, the other being CKIS.

In June 2010, CKFM-FM slightly changed its branding from 9-9-9 Virgin Radio (pronounced, "nine-nine-nine Virgin Radio"), to 99-9 Virgin Radio (pronounced, "ninety-nine-nine Virgin Radio"). A week after the change, the station held a contest called "Say it & Win!", where the 99th caller gets 10 seconds to say their new branding, "ninety-nine-nine Virgin Radio" for as many times as they can. For each time the contestant read out their new logo, $100 would be given to him/her.^[8]

The Virgin Radio branding has since been expanded to Montreal (CJFM-FM), Vancouver (CKZZ-FM), Ottawa (CKQB-FM), Calgary (CIBK-FM), and Edmonton (CFMG-FM). However, the Virgin Radio station in Ottawa rebranded back to their former "The Bear" moniker in February 2011.

Current on-air staff

• Mad Dog and Maura
• Ryan Seacrest (Syndicated)
• Special Ed
• Kid Craig
• Kella
• Rob Daniels
• Party Marty

Former on-air staff

• Jerry Forbes
• Carla Collins
• Humble Howard and Fred Patterson
• "Bingo" Bob Willette
• Tom Rivers
• The Woodman
• Rob Christie
• Donna Saker
• Bruce Barker
• "Schmilson" Wilson
• Matt O'Neill
• Julie James
• Trevor "Trapper" Biggs
• Freeway Frank
• Buzz Reynolds
• Katfish Morgan
• Nat Lauzon
• Nat Hunter
• Alan Ericsson
• Punch Andrews
• Pina
• Ron Young
• Steve Anthony
• Don Daynard
• Russ Thompson
• Carl Banas
• Bill Anderson
• Terri Michael
• Ted Woloshyn
• Dan Williamson
• Dani Elwell
• Lee Marshall
• Maureen Holloway
• Murtz Jaffer
• Akon (Syndicated)
• Chris Biggs
• Taylor Kaye
• Jimmy T
• Lydia Stratus
• Adam Wylde
• Billie
• Sandra Crofford

Controversies

The controversial subway advertisement made by Virgin Radio

After Virgin Radio 999 posters featuring a kitchen radio poised at the edge of a TTC subway platform^[9] had appeared in Toronto,^[10] Toronto Public Space Committee criticized poster ad was "in poor taste". The city's transportation department later ordered the removal of the posters. According to TTC chair Adam Giambrone, the TTC had allowed the photo for the poster to be taken at a subway station based on a request to photograph various radios on TTC platforms. Although a supervisor was on site, there was no indication on how the photos would be used in the ad.^[11]

References

1. ^ ^{a b} Astral Media and Virgin launch North America's first Virgin radio station in Toronto, Astral press release, August 25, 2008
2. ^ Decision CRTC 2007-359
3. ^ Fybush, Scott (2007-10-22). "NorthEast Radio Watch". http://www.fybush.com/NERW/2007/071022/nerw.html#can. Retrieved 2007-11-14. 
4. ^ Call sign search and Broadcasting database (ZIP file) (using the file fmstatio.dbf) from Industry Canada. Retrieved on November 14, 2007.
5. ^ SMG sells Virgin Radio for £53m, Kate Allen, The Guardian, May 31, 2008
6. ^ Astral tests Virgin branding, Grant Robertson, The Globe and Mail, August 26, 2008
7. ^ Astral press release, December 4, 2008
8. ^ Say it & Win Contest, June 21, 2010
9. ^ Virgin Radio: Subway
10. ^ TTC Kills the Radio Star
11. ^ City pulls ad posters with suicide theme

External links

• 99.9 Virgin Radio
• CKFM history at Canadian Communications Foundation
• CKFM Classic Tribute Web Site
• Query the REC's Canadian station database for CKFM-FM