After a five-year hiatus, Bell Media has reinstated alternative rock format 89X (CIMX-FM) in Windsor.

Imaging on the station Thursday morning – which was officially relaunched as 89X at 8:08 a.m. – hailed “the return of Windsor’s loudest export.”

Originally introduced on May 13, 1991, the alt rocker was rebranded as Pure Country 89 in November 2020. Over its former 30-year run, it had a reputation for attracting both younger listeners from other Windsor-Detroit stations, and supporting and promoting local and Canadian artists.

At launch, the station’s playlist ranges from genre staples like The Cure, Depeche Mode, Death Cab for Cutie, and Rancid, to current and emerging artists like Matt Maeson, Jonah Kagen, The Blue Stones, and Måneskin.

The “rebirth” of the format is being led by Brad Gibb, Bell Media Regional Program Director, Southwestern Ontario. Born and raised in Amherstburg, ON, Gibb’s radio career started as an intern on 89X’s “The Morning X” in 1998.

“I grew up listening to the original 89X, and the station’s music and personalities helped shape who I am both personally and professionally,” said Gibb. “I feel very fortunate to drive the re-birth of 89X and have this full circle moment.”

“This return to the station’s roots celebrates the rich heritage and unmistakable spirit of 89X here in Windsor-Essex, and reconnects us with loyal listeners who have always been the heart of our community,” added Jennifer McLellan, General Manager, Radio and TV – Southwestern Ontario, Bell Media. “89X is a legendary station that defined Windsor’s airwaves and became the soundtrack to countless memories across our community, and we’re excited to have both familiar listeners and a new generation discover what makes 89X so special.”

Bell Media said the station’s talent lineup will be revealed in the coming weeks, featuring locally-programmed morning, workday, and drive shows.