SBD/January 13, 2011/Media

Rogers Media Rebrands Sports Radio Stations In Toronto, Calgary

Rogers Media yesterday announced the rebranding of its sports talk radio stations in Toronto and Calgary, effective immediately. Toronto's The Fan 590 (CJCL-AM) and Calgary's The Fan 960 (CFAC-AM) will be rebranded Sportsnet Radio Fan 590 and Sportsnet Radio Fan 960 (Rogers). The GLOBE & MAIL's Bruce Dowbiggin cited Rogers sources as saying that Sportsnet Radio "will speak to the Rogers brand ... and help with a much-needed integration of the image." Industry insiders "have described Rogers as a silo operation where the various arms of the company -- TV, radio, publications, cable, cell phones -- have traditionally had little co-operation with one another." The "challenge for the new management of Rogers Media under president Keith Pelley is to allow for cross-promotion and co-operation -- long a strong suit of CTV" (GLOBESPORTS.com, 1/12). Rogers Media President of Broadcasting Scott Moore: "We're basically knocking down the walls between the media lines" (TORONTO STAR, 1/13). The move comes as TSN earlier this week announced it was considering starting its own sports radio network to compete with Rogers.
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