CIMX (89X)/Windsor-Detroit Goes 'Pure Country,' CIDR (93.9 The River) To Top 40 As '93.9 Virgin Radio'

Flips

BELL MEDIA has flipped two WINDSOR, ON/DETROIT stations TODAY (11/19), with Active Rock CIMX (89X) going Country as PURE COUNTRY 89 and Triple A CIDR (93.9 THE RIVER) flipping to Top 40 as 93.9 VIRGIN RADIO. Both flips occurred at noon (ET). The stations are adopting branding that BELL MEDIA uses in numerous other Canadian markets, and are streaming via iHEARTRADIO CANADA. THE RIVER flipped with KEANE's 2004 hit "Somewhere Only We Know" signing off the Triple A format, leading into DUA LIPA's "Don't' Start Now" kicking off the Top 40 format.

PURE COUNTRY 89 is launching with a 10,000-songs-in-a-row stunt and a $10,000 giveaway, while VIRGIN RADIO's debut includes back-to-back, 93-minute music sets and a $10,000 "More Fun in '21" contest starting MONDAY (11/23).

One other BELL MEDIA station flipped from Top 40 to Country today as well, CICF 9105.7 SUN-FM)/VERNON, B.C., which is now using the PURE COUNTRY brand. Local news outlet the VERNON MORNING STAR, reports that three staton personalities were let go in the format flip, morning co-Hosts JERHETT SCHAFER and BETTY SELIN, and afternoon driver APRIL LYN.

In an internal memo obtained by the MORNING STAR, GM KEN KILCULLEN said, “We have started the search for the next morning star. In the meantime, award-winning announcer BOBBY BONES will take on double duty with the morning show and regular evening spot.” The newspaper reports that the new afternoon show will be anchored by radio veteran ROO PHELPS, and SHANNON ELLA will host middays.

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