Montreal’s newest radio station, and its first new general-interest commercial AM station in just about forever, is now transmitting as it undergoes the final stage before launch.
For a couple of weeks now, radio watchers have been noticing an open carrier — silence instead of static — on 980 AM. Now that signal is starting to carry music as the station begins its on-air testing in preparation for launch.
Radio Fierté CHRF is owned by Evanov Radio Group, which also owns Proud FM in Toronto, and the two have the same purpose, to serve the local LGBT community. Fierté will be Evanov’s first French-language radio station. Evanov told me last month that the station is expected to be on air by mid-November, so it’s a bit ahead of schedule. The actual launch is expected in January.
Evanov hasn’t announced hires yet, but Marie-Noëlle (Marino) Gagnon has announced she will be the station’s music director and one of its hosts.
The station’s application to the CRTC proposed a format of half music, half talk. The proposed program schedule was vague, but indicated mainly music on evenings and weekends. Though it would be mainly directed at the estimated 5-10% of the population that is gay (Evanov believes it could be even higher than that), its music and information is also designed to appeal to a wider audience.
Its application promises some shows “will take a deeper look at issues of a more serious nature such as relationships, sex, health, politics and current events” with invited experts and call-in shows. Other shows will be music with “light banter.” It proposes 4-6 minutes of hard news an hour, and another 3-7 minutes an hour of sports, weather and traffic.
The application shows a projected annual budget of $1 million to $1.5 million a year, based on ad rates averaging between $42 and $72 a minute.
The station is playing mainly pop music in French and English (Tegan and Sara, Coeur de Pirate, Daft Punk, and a bunch of the songs you’d hear on The Beat or Virgin), but promises a mix of pop, disco and techno. Between songs, it’s airing several recorded messages noting the testing period, and identifying the station as “the first francophone LGBT station in North America” and “radio arc-en-ciel”. People who identify issues related to the transmission are asked to email firstname.lastname@example.org.
Fierté was approved by the CRTC in 2011, in the same proceeding that gave approval for CKGM (TSN Radio) to move to clear channel 690 AM. Fierté had originally been approved to take over the vacated 990 frequency and the same pattern as CKGM formerly had, but found that moving to 980 AM and adopting a less directional pattern at reduced power would result in better coverage at night. The CRTC approved a frequency and pattern change last December.