Pattison Media has pulled the plug on the NOW! radio format in Vancouver and revived 102.7 The Peak, the alt rock station NOW! replaced two years ago.
The company had high hopes for the NOW! brand in Vancouver, which is a ratings leader in Edmonton.
In conjunction with the format flip, The Peak was moved over from CKPK-FM to HD2 in July 2022. In the last PPM release prior to its move to HD Radio, The Peak earned a 3.0 share, 12+, but performed well with women 25-54, achieving a 6.1 share. Listening was also up with men, 25-54, at 5.4%.
While The Peak initially maintained some of its announcers, including morning show hosts Jeremy Baker and Charis Hogg, they were laid off after six months as the HD Radio experiment was slow to gain traction.
“Pattison Media is excited to announce that after a 2-year detour and some valuable lessons learned, THE PEAK is back at 102.7 FM as Vancouver’s original Alternative radio station,” the company said in a release Friday.
“THE PEAK’s audience, even though they could only hear us on our stream and HD2 signal, has been impressively dedicated,” added Program Director Russell James. “So many people discovered their new favourite song playing for the first time on 102.7 FM and we want to continue that discovery on the radio and showcasing new bands in The PEAK Live Lounge!”
Jaclyn Tatay, who formerly hosted middays on NOW! is being heard in mornings at re-launch, with former NOW! swing personality Brayden Mack in afternoon drive.
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