QUB Radio personalities, from left: Isabelle Maréchal, Benoit Dutrizac, Mario Dumont, Sophie Durocher and Richard Martineau, part of the nameless “99.5 MTL” radio station’s programming
Four years after it launched WKND 99.5, eager to introduce a new French-language commercial music station in Montreal to compete with the Bell and Cogeco behemoths, Leclerc Communication has thrown in the towel, laying off its on-air staff and choosing instead to source half its programming from Quebecor’s QUB Radio and fill the rest with low-budget rock music.
On Aug. 26, the station once known as Radio Classique will be renamed … well, there isn’t really a name for it. It’s just “99,5 Montréal”. The schedule will be identical to Quebecor’s digital opinion talk radio service between 6am and 6pm weekdays, just enough to stay under the limit of 50% talk programming so it doesn’t have to seek pre-approval from the CRTC for a format change.
QUB, meanwhile, will transition to a more radio-sounding format, with Mario Dumont becoming the morning man. There will also be regular news updates and, presumably, weather and traffic. Isabelle Maréchal, a former midday host at 98.5 FM, takes over the late morning slot, and QUB stalwarts Benoit Dutrizac, Sophie Durocher and Richard Martineau fill out the daytime schedule. Presumably evenings and weekends on QUB will still be mainly repeats and podcasts.
Evenings and weekends on 99.5 will be rock music, though Leclerc was vague on what that would sound like and how much of it would have real people behind the microphone.
The change is an admission that, despite Leclerc’s assurance that Montreal was hungry for the allegedly unique format of WKND, habits die hard and it takes a lot of time and money to pull people away from the incumbents, especially when your transmitter isn’t as powerful, you don’t have a large conglomerate to help promote it, and your industry is already suffering because of post-pandemic lifestyle changes and advertising declines.
Is this legal?
The program supply agreement between Leclerc and Quebecor is unusual, but it’s not unprecedented. Same for the half-talk half-music format. But whether it meets CRTC regulations may be up to the commission to decide. Let’s look at the issues: