Evanov Radio’s controversial plan to launch Quebec City’s first English-language commercial radio station will have to wait some more after being denied again by the CRTC.

In a decision released Thursday, the commission said the Quebec City radio market “cannot sustain an additional radio station at this time” and that the two applications for new stations — the other by Gilles Lapointe and Nelson Sergerie is for a French station — would be returned.

Evanov had previously tried a decade ago to convince the CRTC to move forward with an English music station in the provincial capital, but the commission denied its application in 2010, in a controversial decision that included a dissenting opinion.

The application is controversial because the other stations in the market argue that Quebec City’s English-language population is far too small to sustain a commercial radio station, so Evanov would instead target the francophone population. By being an English station, it would not be subject to the 65% French-language music rule, which would give it an unfair competitive advantage by allowing it to play more American and U.K. hit songs that are very popular among francophone audiences.

Evanov, who wants to launch a Jewel brand station in Quebec City, argues it wants to serve the anglophone community as well as the anglophone tourist market (though Quebec City already has an English tourist information station), and that it has experience in running radio stations in small markets.

The 2010 decision includes a detailed analysis of the anglophone market in Quebec City. But today’s decision only analyzes the market conditions overall, without commenting specifically on the appropriateness of an English radio station in Quebec.

The current applications for Quebec City actually date from 2016, but were put on hold when the CRTC ran low on French-speaking commissioners.

Under CRTC rules, it won’t consider new applications for Quebec City for the next two years. In December 2020, they can try again.

The news was better in neighbouring communities. In Sainte-Marie-de-Beauce, an application by Attraction Radio for a second music station there will go ahead. And in Portneuf, which is technically still the home of CHXX-FM (Pop 100.9), the commission will proceed with an application by Michel Lambert. Both raised concerns from the commercial broadcasters in Quebec City for fear that they might eventually target the Quebec City market. The Beauce application was also opposed by Groupe Radio Simard, which owns stations in Saint-Georges-de-Beauce.

The applications themselves haven’t yet been published, but should be soon. a public hearing is scheduled for Feb. 20 (to hear an application for Leclerc Communication to buy CHOI Radio X and 91,9 Sports from RNC Media), but these items will not require any oral presentations.

The Canadian Radio-television and telecommunications commission is opening the door to adding another commercial FM radio station in Quebec City.

On Thursday, the commission issued a call for comments, prompted by two applications for new commercial radio stations in the provincial capital — one French, one English. The first step in the process is for people to comment on whether they believe the market can handle another station, and if so whether there should be a general call for applications from all interested parties.

The commission published basic information for the two applications it received. Both are for the same frequency, 105.7 MHz, with a power of a few thousand watts.

The French-language station is proposed by Gilles Lapointe and Nelson Sergerie. The English-language one is proposed by Dufferin Communications, a subsidiary of Evanov Radio Group.

Another chance for Evanov?

This isn’t Evanov’s first attempt at a Quebec City station. In 2010, the CRTC denied a similar application — for the same frequency — for an English-language commercial station using the same easy-listening format of Evanov’s Jewel network of stations. (The commission also denied an application by Evanov for a sister French-language station.)

The decision was controversial, even within the commission itself, prompting a dissenting opinion from commissioner Timothy Denton. The majority found, as it had with a similar application from Standard Radio in 2006, that because Quebec City’s anglophone population is so small, a new English-language music station would necessarily have to target francophone listeners, and would introduce unfair competition because English-language stations don’t have French-language music quotas. (A policy the commission is in the process of reviewing.)

Denton argued that it’s not up to the commission to protect French-language stations from competition from English-language stations, nor to protect Evanov from the danger of trying to make money by targeting only the anglophone community.

Has anything changed?

In the six years since that decision, there’s been enough turnover at the CRTC that none of the commissioners who were part of it are still there, including Denton. That could prompt a change in mentality.

The market, meanwhile, appears to have changed fairly little in the past half-decade. Its nine stations have had a profit margin around 20% over the past five years, which is actually down from 30-40% margins when the CRTC made its decision. And advertising revenue is also flat at around $45 million for the market.

The economics are the same, so if the commission does decide to go ahead with a new station, it will be because of a change of mentality of the commissioners or the strength of the applications.

What’s next?

Interested parties, including incumbent radio stations who want to stop competition, and others who might be interested in applying, have until May 30 to comment. After that, the commission will decide if it makes sense to add a new station. If it does, and there’s clear interest from other parties, it will issue a call for applications and set a hearing. If it’s just those two applicants that express interest, it could simply consider those applications without issuing a call or having the parties appear at a public hearing.

If you wish to add your two cents about whether Quebec City can handle another commercial radio station, you can file your comments here until 8pm ET on May 30. Note that all information submitted, including contact information, becomes part of the public record.