Local radio station 107.3 Kool FM has been replaced on the dial by 107.3 Virgin Radio, a contemporary hit radio brand that is popular across Canada on the Bell Media network.
107.3 Virgin Radio went live Friday, with news that a morning show will debut Monday. Co-hosted by CTV Vancouver Island News reporter Brittany King and former 94.5 Virgin Radio Vancouver host Chris Palliser, the show will air weekdays between 5:30 a.m. and 10 a.m.
Bell Media owns both CTV Vancouver Island and 107.3 Virgin Radio.
The move caps a turbulent two-month period in the Victoria radio market. Morning show co-hosts Paul Allen and Heather Palak were fired two weeks ago by 107.3 Kool FM, a move that prompted speculation of a format switch. KiSS 103.1 FM also fired its morning show hosts, Vanessa Chiu and Tyler Barr in November, in addition to its afternoon announcer, Bailey Parker. Chiu and Barr were replaced by Dez Fernando and Jay Hatton. Parker has been hired by Bell Media to handle the afternoon show on 107.3 Virgin Radio, weekdays from 2 p.m. to 6 p.m.
According to Canadian audience measurement organization Numeris, Kool FM and KiSS 103.1 were at or near the bottom of local rankings during the Sept. 3 and Oct. 28 survey period.