The Beat appoints Sam Zniber as new program director

The Beat announced this morning that “veteran radio executive” Sam Zniber has been hired as the new program director for 92.5 The Beat, effective immediately.

Zniber replaces Leo Da Estrela, who decided almost a year ago that he wanted to leave the job and focus on his side business providing custom radio stations for businesses. Da Estrela was supposed to leave this spring, but stuck around on a part-time basis to help with the transition. His last day is Friday, he says.

Zniber, whose resume is posted on his website, has no apparent previous connection to Montreal, having spent most his career in Europe.

The memo announcing his hiring is copied below:


Cogeco Diffusion is pleased to announce the appointment of Sam Zniber to the position of Program Director for 92.5 The Beat. Sam will join us as of August 4th 2014.

Sam is a veteran radio executive who has overseen programming of radio stations and radio networks in the UK, the USA, Australia, France and several other countries. His career began at

NRJ France in 1986, where he performed as Producer, Radio Host and Production Director for 11 years.

In 1997, he joined RTL Group to become Program Director of Fun TV and was made Program Director of Fun Radio in 1998. In 1999 he introduced the “Groove & Dance” Contemporary Hit Radio format (CHR) with acclaimed rating results. In 2005, Sam returned to RTL Group France as Group Program Director for Fun Radio and RTL2 and made an immediate positive impact on ratings.

He has also help increase ratings for Clear Channel with Mix 106.5 in Sydney Australia between 2003 and 2005, creating the Soft AC format “Smooth Variety”. During his tenure, Mix 106.5 became number one with Females 25-54.

In 2007 Sam worked as VP Programming for Lagardere Group, overseeing the programming of 33 radio stations across seven countries in Europe and South Africa.

From 2010 until recently, Sam was Program Director for Magic 102.7 in Miami, almost doubling its market share for the 12+ target audience in one year.

Sam has graduated from several Executive Management programs, including programs at Harvard University and HEC Paris amongst others. As a radio consultant, he has also been a frequent speaker at different conferences around the world.

Please join us in welcoming Sam and wish him success in his functions.

André St-Amand
Vice-President, programming

Wayne Bews
General Manager & Sales Manager, 92.5 The Beat

5 thoughts on “The Beat appoints Sam Zniber as new program director

  1. Dilbert

    It seems like the guy has pretty good credentials, and a solid background. However, a couple of the highlight reel items are a bit off, the Mix 106.5 station format was dropped a couple of years after he left, apparently it didn’t do well enough, and the Miami station was basically a moldy oldies station that was updated to a great hits station. Going from 2.5 to 5.x % marketshare is pretty darn good, but the Montreal station isn’t in that bad a shape to start with.

    His article here is perhaps more informative:

    Not sure that he will find the Montreal radio market gives him much room to be creative.

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