A Winnipeg FM radio station is seeking permission from Canada’s broadcasting regulator to switch its format from Classical to Adult Alternative.
The CRTC is currently taking public comments on a proposal by Golden West Broadcasting’s CKCL-FM/107.1 (Winnipeg) to remove a license requirement that it carry a specialty format.
While unheard of in the U.S., many Canadian radio stations have license conditions limiting the station to a specific type of programming. CKCL’s application states, “Operating a specialty FM station in a competitive market the size of Winnipeg continues to be a significant financial burden.”
Golden West proposes switching CKCL to an Adult Album Alternative format targeting Adults 35-54.
“This format would champion local music and have a strong focus on the plethora of local musicians in the Winnipeg – and the larger Manitoba – market, inclusive of Indigenous, Ethnic, young music scene, arts/culture of this sub-genre. It would add a distinct new voice to the Winnipeg radio market by offering an adult alternative format built around Canadian music, focusing on established local alternative and Indigenous artists that are not currently central to the city’s commercial radio landscape,” the application states.
CKCL has been “Classic 107” since 2013, carrying Classical music most of the day and three hours of Jazz in the late evenings. The frequency previously carried several different Christian music formats and has been owned by Golden West since 2008.
While the 2013 format change had sought to fill a hole created by CBC Music’s reduction in Classical programming, the application says CKCL has sustained continued losses. The company has already taken cost-reduction efforts including co-locating with Christian-formatted CHVN-FM/95.1 (Winnipeg) and reducing staff.
If approved, CKCL’s new format would compete with Pattison’s “Alt 94.3” (CHNW-FM) and Corus’ “Power 97” (CJKR-FM), which is positioned as “Iconic Alternative.”
The application states CKCL would “would occupy a distinct position between commercial alternative, adult album alternative and local music discovery.”
A sample music list includes music from artists such as Weezer, Mumford and Sons, and The Tragically Hip, two songs an hour from emerging local artists, and one song an hour from “Winnipeg Legends” such as Neil Young and Crash Test Dummies. Sample hours show the playlist would be more than half current music.
The application states Golden West is also committed to adding at least two staff members and carrying 120 minutes of local news per week if the application is approved.
The CRTC is accepting comments through Nov. 18.
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