Just over 5 years after iHeartRadio was licensed in Canada to Bell Media, the media conglomerate has rolled out a new Adult Hits brand, Bounce Radio, to 25 stations across the country, each retaining a local morning show.
Bounce plays familiar 80s, 90s and 00s hits, positioning as The Music You Just Can’t Quit.
Looking at Bell Media’s (@iHeartRadioCA) latest national brand rollout - Bounce Radio, an Adult Hits network consisting of 25 stations which have retained local morning shows. They appear to have flipped the Absolute logo. pic.twitter.com/R1DhBqn1ID
— Harrison RB (@HarrisonRBRadio) May 19, 2021
It means the end of Winnipeg's 99.9 Bob FM among 3 other Bobs and animal-themed names such as The Bear, The Fox and Big Dog.
Happy Retirement BOB!! pic.twitter.com/t2aNJdGiiz
— Winnipeg's Bounce 99.9 (@BounceRadio999) May 18, 2021
EZ Rock is no more too - a name first created in 1995 based on the call sign of Telemedia’s Toronto flagship CJEZ-FM (now CHBM-FM, owned by Stingray Group and branded as Boom 973). As of 2021, British Columbia was the last Canadian province to use the branding.
Just as we’ve seen in the UK and elsewhere in the world, Bell Media is building polished national brands to compete with digital media on a bigger scale. Bounce will sit alongside its Virgin (CHR), Pure Country and Move (AC) networks.
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