Radio wars heat up in Edmonton

Toronto is not the only Canadian market with too many radio stations chasing the under 25 demographic. At 1:04pm on Friday (4/2) Astral blew up it’s heritage AC EZrock brand  in Edmonton replacing it with Virgin. Now it would appear John Yerxa’s Hot 107, CTVglobmedia’s The Bounce 91.7  and Astral’s Virgin 104.9 are all hoping to attract the younger demo’s. In Toronto four stations have been splitting the younger demo’s including KISS 92.5, Z103.5, Virgin 99.9  and Flow 93.5 now owned by CTVglobmedia. The question remains how many stations can make a living in this space? Time will tell and we may see at least one of the players blink and change format in Toronto before 2011 is done.