Bell Media has sent legal letters, complained to the CRTC and is raising all the hell it can after news leaked that Virgin Radio competitor The Beat 92.5 is planning to rebrand once again, this time using what Bell calls a “confusingly similar” name: Fur Gym Radio.
Described in an internal branding strategy document as a way to attract the female demographic by reminding them two things they love — expensive clothes and places to meet buff guys — Fur Gym Radio 92.5 would keep the same hot adult contemporary music format, but would reflect a name that focus groups identified with more positively than the blandly-named The Beat.
Bell argues in a strongly-worded legal threat against The Beat’s owner Cogeco Diffusion that “Fur Gym Radio” sounds too much like “Virgin Radio” and that it is a “blatant attempt to confuse listeners into believing” that The Beat is associated with or endorsed by the Virgin brand.
Cogeco representatives wouldn’t comment on the threat or the rebranding exercise. As far as anyone at the station is concerned, it’s still status quo as “92.5 The Beat”.