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Brain Trust Brain Dead

Reading Greg Douglas' column in the sports section of The Vancouver Sun on Saturday, he reported that CKNW programme director Tom Plasteras has announced that MOJO radio, AM 730, will be losing its unsuccessful Radio For Guys orientation, in favour of becoming Vancouver's 2nd all-sports, AM-based radio station.

Now, MOJO radio was born in response to AM730's previously failed "All News" format (which never rated higher than .7, while competitor CKWX hovered in the 2.3 - 2.8 rating range). MOJO Radio, over the course of the past 18 months has also never climbed higher than a .7 (percentage of all Vancouver listeners tuned to radio at any given time) rating.

So, what does the brain dead brain trust at Corus Radio (owners of CKNW, MOJO Radio, CFMI and CFOX) plan for MOJO's replacement? How is it that these folks think that a second all-sports radio station in Vancouver is going to achieve a higher rating than their CHUM Radio-owned Team 1040 sports competition (which itself has never managed to climb out of the 1.0 ratings basement)?

Joe Leary, in his Province newspaper column published this past Monday morning, reports that MOJO has fired most of the on-air personnel.

Why didn't Corus just turn AM730 into a jukebox, and voicetrack it? At least that would have made economic sense.

But a second all-sports radio station? Please, give all of us a break!



Posted by Raymond Tomlin at February 8, 2004 10:59 PM in Radio

   

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