The Beat Lives On: shades of blue are being replaced with red as a new era has begun for Vancouver’s top hit music station.
As of 8:55 a.m. this morning, the Beat 94.5 FM underwent a rebranding and name change to 94.5 Virgin Radio. The change was made and announced on-air just before the end of the morning show hosted by Jonny, Holly and Nira.
While the beloved radio station has undergone a rebranding, the music, content and personalities listeners have known and loved over the last 13 years is going nowhere.
“In the midst of our rebrand, listeners can be assured that ‘The Beat Goes On’ under a fresh new banner, with the same high-energy blend of music, personalities, and programs that has made 94.5 such a success,” said James Stuart, Regional Vice-President, Radio and TV Operations, Bell Media Vancouver.
“We look forward to continue serving our loyal listeners as we introduce the Virgin brand to the Vancouver airwaves, and we welcome new listeners across the city to enjoy the all-new 94.5 Virgin Radio.”
The rebranding decision was carried out by the station’s owner Bell Media, which in effect returns the Virgin Radio brand to the Metro Vancouver market for the first time in less than a year.
In March 2014, Virgin Radio on CKZZ transitioned back to its Z95.3 name following Bell’s merger with Astral Media. In the transaction, Bell retained the Canadian rights to the Virgin Radio name and branding.