FreshFMIn January 2013 Corus Radio Edmonton launched its newest radio station, The New 92.5 Fresh FM, bringing today’s freshest music and the best hits from yesterday to Edmonton. New tagline: Life’s short. Have fun! The New 92.5 Fresh FM featured J’lyn Nye and Jonny Sullivan hosting weekday mornings. Derek Allen took listeners through the day. Alex Hindmarch hosted the afternoons and Taylor Smith was featured weeknights. “We are very excited to launch our successful Fresh radio brand in Edmonton,” said Garry McKenzie, Regional General Manager, Calgary, Edmonton and Winnipeg, Corus Radio. “Through market research and the proven success of Fresh in our other Corus markets, we know that The New 92.5 Fresh FM will reflect the fun, contemporary and vibrant culture that the city is known for with music that Edmontonians love to hear.” For the record, CKNG-FM changed from Variety Hits (Joe FM) to Hot Adult Contemporary (Fresh FM).  How’s the new FreshFM/old JoeFM station doing now that it’s been on the air for a couple of months? It’s too soon to say. As for the challenges the station faces in the Edmonton marketplace with this new fresh face and three other radio stations competing for much the same market, here’s what Mike Ross at GigCity.ca has to say :

It’s hard to say if such loyalty is even possible in the eat-your-young top-40 world. The war has been ugly in this market. The three CHR (contemporary hit radio) stations in Edmonton, the Bounce, Virgin and Hot 107, are effectively in a three way ratings battle for last place. They are the hardest hit by Now!’s remarkable domination. Is it because of its massive billboard advertising, the social “interactivity” or the playlist that tries to please everybody? I guess we’ll find out with Fresh. And with the recent firing of Bounce morning man Marc Michaels (now working for Calgary’s Virgin station), there are even rumours that the Bounce may be getting ready to flip to a new musical format.

See more at 925freshfm.com