Astral Media shores up Vancouver radio station

Astral Media Radio Sales will represent Vancouver's newest radio station.

Shore 104 FM, set to hit the airwaves on June 1, will be represented by Astral Media Radio Sales for all their national advertising. Astral already owns Vancouver stations Virgin Radio 93.5 and AM 650. The company now represents 125 radio stations across Canada, 83 of which it owns.

Shore 104 will be an Adult Album Alternative (AAA) station, playing artists like Dave Matthews, Tom Petty, Blue Rodeo, Bob Marley and Feist. The station is targeting a 25-to-54 demographic, and is expecting a equal mix of male and female listeners. Sponsorship opportunities will be available once the station has set its programming.

The station is owned by a group of business and broadcast veterans, including: talent agency owner Sam Feldman; veteran radio programmers Roy Hennessy and Bob Mackowycz, as well as Mackowycz’s son Bob Jr; restauranteur David Aisenstat; and TV personality Michael Landsberg. Shore received a license to broadcast on the 104.1 frequency from the CRTC last year.