Vancouver’s 102.7 The Peak (CKPK-FM) has unveiled its new morning show, set to debut later this summer, as it brings on Charis Hogg, an alum of the JACK 96.9 (CJAX-FM) and CFOX morning shows, and Jeremy Baker, who currently helms afternoon drive on CFOX.
The introduction of The Early Show with Charis and Jeremy is the latest in a series of changes at the Pattison Media alternative rock station as programmer Dustin Collins, who moved over from Corus Entertainment’s CFOX and Rock 101 (CFMI-FM) in late 2019, continues to put his imprint on the station.
Earlier this year, that included parting ways with former morning show duo Tyler & Lynch, who had been heard on The Peak since 2017. Collins is recasting the station with a conscious effort to draw in more listeners, aged 30-44, with a focus on women.
“It’s a matter of just reshaping the station to be a bit more mature-focused and being able to hit reset,” Collins told Broadcast Dialogue. “This station has gone through so many changes over the past 10+ years and I feel at this point that we have one of the most clear paths set in front of us that it’s had.”
Collins acknowledges that part of his programming strategy involves departing at times from the direction alternative music is heading in.
“It is a difficult lane to drive in where pure alternative is going and leaning so pop heavy. And so, we have to really be diligent with our weekly and monthly music shifts to ensure that adults 30-44, with a focus on females, is what we’re hopefully accomplishing when the music is very young-focused,” explained Collins, noting that the station has consciously decided not to add new tracks from artists like Machine Gun Kelly and Billie Eilish.
“I think there’s an audience to be found, who through their formative listening years enjoyed alternative music and still want to experience that warm feeling and the memory and nostalgia of those songs that were great in the 2000s, 2010s, or late 90s, but want to keep an ear on what the new music is as well,” said Collins.
In the latest PPM ratings release, The Peak was flat 12+, but gained male listeners, 25-54 (moving from a 6.3 in the fall book to a 7.2 share), while losing a notable number of women listeners in that demo, falling from a 6.4 to 4.5 share.
Starting in early July, the morning show is part of a major lineup overhaul that sees Angela Valiant, currently middays at X92.9 (CFEX-FM) Calgary and X100.7 (CKEX-FM) Red Deer, move into afternoon drive. Jason Manning, who has been filling in on mornings, will move into middays, while Emily Czerwinski, who has been covering afternoons, will shift to swing.
“We’re happy to have brought them on and my note out to the staff is ‘we were in the right place at the right time looking at the right people,'” said Collins on the station’s new hires, who arrive in the building July 2. Their respective show debuts are to be determined.
Despite hiring new morning show co-host Jeremy Baker away from what could be perceived as the competition, Collins denies the existence of any rivalry between The Peak and the other alt rocker in the market, CFOX, where he was formerly PD.
“I wouldn’t really call it a rivalry and in fact, I think both of our stations can happily live in our own lanes. CFOX is a rock-leaning station that plays a variety of rock and modern rock hits, whereas at The Peak we’re trying to make it a pureplay alt station that’s focused on the last 20 years of alternative, plus our spicy stuff – the ’90s,” said Collins. “You naturally would see the stations as rivals, but I always believed that when I came over from CFOX, one of the reasons I thought it was a great opportunity, is that we shouldn’t have to try to steal from each other audience-wise. I think that audiences can be found for both stations and we can both focus on what we want to do.”
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