Virgin Radio 96 hits Montreal (and Facebook appland)

It's the fourth Virgin Radio station Astral Media has launched in Canada. The station, formerly Mix 96, has a new sound, energy and international flair.

The Montreal market’s leading radio station has a new name: Virgin Radio 96. It’s the fourth Virgin Radio station Astral Media Radio has launched in Canada as part of a commercial association with Richard Branson’s Virgin Radio International.

Media planning for the move came from Carat’s Vizeum, while the media buying was handled by Astral Media Radio, with two 15-sec TV spots on CTV (Montreal), and billboards – vertical and superboards – by Astral Media Outdoor.

Evelyne Ouellet, GM, communication and marketing, Astral Media Radio, tells MiC the company is in the process of building a Facebook application for social networks, and is expected online by next week with links to

Many of Mix 96′s hosts and shows remain on the schedule, but with new additions like Virgin New Music Experience on Sundays at 9 pm. The Breakfast Show with hosts Cat and Lisa will be welcoming a new secret co-host, while The Nat Show will continue from 10 am to noon, as will 80s and 90s On Demand from noon to 1 pm.

‘The station’s sound will be supercharged with an international feel and new high-profile hit music and shows,’ says morning show host Lisa Player.

The Beat with Heather B will energize afternoons every weekday from 1 to 4 pm, and from 4 to 7 pm, The Rush with Mark and Chantal will take the edge off the afternoon drive.

Virgin Radio 96 will also be importing radio entertainment from beyond the border. On-air with Ryan Seacrest will run every weeknight from 7 to 10 pm, playing hits and offering exclusive celebrity interviews and gossip. Also expected to cross the border is the Hit 40 UK Countdown, where Montrealers can hear all the Euro hits before they officially invade North America.