Evanov rebrands Live 105 Halifax in move to take on Newcap’s Q104

Evanov Radio’s Live 105 (CKHY-FM) Halifax has been rebranded to Rock 105.1, in a move to compete with ratings powerhouse Q104 (CFRQ-FM).

Program director J.D. Desrosiers tells Broadcast Dialogue, the station is still Active Rock, but will shift away from playing current alternative and push its playlist toward more Gold category selections.

“We’re making ourselves more competitive in a very competitive market, targeting our main competition, rather than carving out a niche which is what the station was doing in its previous incarnation,” says Desrosiers. “We thought a clean slate and a new look was in order.”

The on-air lineup remains status quo, although with host Lindsay Cochrane moving on, the station is on the hunt for a new afternoon drive personality and will be adding some part-time staff.

According to Numeris data, Live 105 finished the Spring ratings period with a 3.3 share (12+), compared to Q104’s first place finish among commercial stations with a 10.1 share.