Today was the first anniversary of Virgin Radio 96, a rebranding of CJFM 95.9 from “Mix 96” to one created by the British and licensed by Astral Media.
The move was criticized, not so much because of the brand change (the previous brand was as generic as you can get), but because of staff changes that came with it, particularly the dismissal of Murray Sherriffs (who has since found a job at competitor CFQR). Bringing in Ryan Seacrest as the evening host didn’t help matters much either.
A year later, Virgin Radio 96 hasn’t been a disaster, but hasn’t been a success either. The ratings were stable, and the station is still #1 among anglo music stations with a 16% market share among anglophones (PDF), the same as it was a year ago.
And so while the station and its perky on-air personalities are very excited about the anniversary, as you can see in the above video (they were also apparently handing out cupcakes downtown today), the city responded to the anniversary much the same way they did the rebranding itself – with a collective “meh.”