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Thursday January 30th, 2014

Posted at 5:36pm

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A local radio station is switching things up with a major change.

The Rock, which broadcasts at 100.7FM & 95.1FM is switching format to become LiteFM.

The new station promises a heavy load of “songs you like from artists you know”. The station says this will include the best of Elton John, James Taylor, Adele, Phil Collins, Michael Buble and a long list of other popular artists.

According to John Weese, VP of Operations for Blackburn Radio, listeners can expect an enjoyable listening experience for adults who appreciate a radio station they can trust for quality companionship, mood enhancing music and the “right amount” of news, weather and community information. The station will super serve both men and women age 35 and up explained Weese.

Program director Gary Evans (former afternoon host of CJWF) takes the reins in the morning and George Brooks will host afternoons.

According to Gary Evans, the criterion for music has much more to do with “does it fit the desired sound?” opposed to “what year was it released?” and “who performs the song?” Evans explained that it’s quite conceivable to hear an Adele song followed by a Neil Diamond classic. “We’ve tossed the old rule book out the window” said Evans.

From a business perspective, Weese confesses to seeking change for CKUE 100.7FM & 95.1FM after a discouraging trend of ratings performance with the rock format and the effect on national advertising.

According to Weese, the Windsor-Detroit radio market is a “pretty crowded rock arena”, and referring to the number of rock music stations, “we were competing for smaller and smaller slices of the pie.”

The Rock’s popular website CanadasRock.ca will carry on offering both Rock music as well as features such as Babe of the Day and the Rock Calendar.

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