Corus Radio is aiming for more listeners in Southwestern Ontario, switching Woodstock, ON.-based More FM to become Country 104.

The change, which officially happened last Friday at 5 p.m., aims to target women aged 25 to 44 with country music (75%of songs played will be from the last three to four years) and little talk, Brad Gibb, brand director, Country 104, tells MiC.

“From a business perspective we weren’t making a go of it as a greatest hits station,” he says. “We have noticed in the London market that the appetite for greatest hits programming has been declining in recent years. None of the variety stations in the area are sitting in the top four right now.”

When it was More FM, Gibb says the station sat in #2 of two stations of its type in Woodstock and #7 of seven in London, ON.

He says there will be six minutes of advertising each hour on the station, split into two blocks of three minutes each with minimal talk.

“The DJs won’t be talking going into or coming out of spot sets,” he says. “The ads are basically like Twitter for radio, if you can’t say it in 140 characters then don’t say it.”

Country 104 will also have cross-platform opportunities with Corus’ CMT TV station, with examples like the channel’s Chevrolet Top 20 taping a show at the station last weekend with guest stars Lady Antebellum who were in the area for a concert, says Gibb.