Rogers Broadcasting launched a new radio station in Halifax this month, LITE 92.9 FM, which will play ‘today’s lite rock’ like Michael Bublé, Elton John and Madonna. Rogers already owns three news stations in the Maritimes but this is the company’s first music station in the area, says Danny Kingsbury, Rogers project manager for LITE 92.9.

‘It really is going to add some great balance,’ Kingsbury tells MiC, about the station that is targeting women aged 18 to 49. The station will remain commercial free until Sept. 1, 2009, and on-air talent will be announced in the coming weeks. LITE 92.9 can also be heard online at Lite929.com.

The female demo is well sought-after in the area, which already includes stations from CHUM, NewCap and MBS Radio, who Kingsbury names as competitors. He says the reach goals for the area (Nova Scotia is Canada’s second smallest province, with a population of about 940,000) are ‘modest.’ Speaking about ad opportunities, Kingsbury says Rogers has made efforts across the board to combine on-air and online integrations, and ‘a combination of that will be part of the package as well,’ he says.

‘I think it’s a good idea,’ says Aegis Media Canada senior VP, director of media services, Caroline Gianias of the move. ‘I think the markets can certainly support a women-focused station in that market, given that the top stations for women 25-54 are actually male-skewed; they’re country, mainstream rock and classic hits. C100 FM is the only direct competitor for their audience, so I think the market definitely needs this and can support it.’