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Virgin 999

I really don't get what the word "virgin" has to do with rock music. Rebranding "The Bear" to "Virgin" is a really stupid idea and I hope it backfires for Astral. "The Bear" = tough, manly, rough, which describes good rock music. When I think of the word "virgin" I think of Mary in the Bible, or of people who are, well, virgins. That doesn't exactly sound like rock music. I would expect to hear easy rock or teen pop on a station by that name.

Like other posters have said, if it aint broke, don't fix it. CKFM is in the middle of the pack in Toronto so something to boost ratings there might have been warranted, but CKQB is by no means in trouble.
 
I've noticed in the past couple of weeks that Live 88.5 has added some much heavier tracks, and I think that's a reaction to the change that the Bdear will be going through. Live was a little soft in my opinion, there's no reason an alt rocker can't be heavy at times. There are a lot of alternative bands that are on the heavier side.

I brought the bears name change up to every one I know here in Ottawa, and the reaction was "¿Why?" There's some trepidation already at the name change, and people already are thinking the bear that they've loved for all these years will be gone. Ottawans are still sore at the loss of XFM back a few years ago.

Meanwhile, over at the SOWNY radio and tv board, reaction to the change to virgin 999 was lukewarm. There are "Bears" all over Canada, all are similar in programming, all are successful. If CKQB was pulling a 1 share or less, then a whole rebranding/image change/format tweak would be needed, but not on a station that pulls over a 6 share all the time. The bears audience is loyal. Loyal enought that I'd bet if they wen't back to their old AM frequency and became 54 rock again, 90% of the listeners would go there to0. There are still fond memories of that station, and some people listening to the bear now grew up with 54 rock, it'd be a nostalgia trip for 30 something rockers. I'm going to see what the change is like out of curiousity. As I mentioned before, the bear isn't my first rock choice but I do listen when I hear a song I don't like on live.
 
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