Ontario’s York Region has a new radio station with the official launch of 105.9 The Region this week.

The station was one of two new spots on the dial approved by the CRTC about a year ago, the other being Indie 88, says Debra McLaughlin, general manager of 105.9 The Region.

McLaughlin says the station, which targets adults 25 to 54, aims to cover the region with a mix of multi-cultural programming and local news. It will also play adult contemporary music. She adds the station has a local advantage for advertisers looking to target the area, saying one in two people in York Region don’t drive downtown so will benefit from the local information on 105.9.

She says advertising on the station so far has been a mix of blue chip clients like Sleep Country, Hilton and the CBC and smaller businesses from York Region.