A Niagara FM Pair Trade Hands

In the Spring 2022 diary-based Numeris ratings for St. Catharines-Niagara, Ont., sandwiched between Hamilton and the Buffalo-Niagara Falls, N.Y., market, one radio station dominated among listeners.

With a 14.2 overall share is a Classic Rocker branded as “Giant FM.” Pending CRTC approval, this big Rocker and its Country-formatted sibling will be heading to a new owner.

CIXL-FM 91.7, a 50kw Class B FM licensed to Welland, and Class B1 CKYY-FM 89.1 in Welland, are being sold to My Broadcasting Corp., branded as “Ontario’s Local Broadcast Company.”

No price was shared by the buyer; The Canadian Radio-television and Telecommunications Commission, unlike the FCC, does not publicly share regulatory filings that include Asset Purchase Agreements, which include transactions details including the price.

The buyer, based in Renfrew, Ont., and led by President Jon Pole, is known for its “My FM” brand in addition to Oldies stations in four Ontario cities and Peterborough-based Classic Alternative CJMB-FM “FREQ 90.5.” There’s also “Classic Rock 107.9” in Northumberland, and given that branding, it is highly likely that “Giant FM” will not see any adjustments — particularly because of its success in the Niagara Region.

CIXL has been owned by David Holgate and  R.B. Communications since 2004; R.B. refers to the Burnett family, who sold their shares to Holgate. CIXL switched to its current branding in August 2008. CKYY is a sign-on, and debuted under Holgate’s ownership.

Interestingly, a May 2019 report in The Globe and Mail noted that Stingray Group had agreed to purchase CKYY, known as “Country 89,” and “Giant FM” from R.B. for an undisclosed price.

It is not publicly known why Stingray did not proceed with the transaction. The CRTC had approved the transaction, right before the onset of the COVID-19 pandemic in North America.

Commenting on its purchase of Giant FM and Country 89, My Broadcasting head Pole said, “We are very excited to announce the acquisition of these radio stations, particularly CIXL‐FM, one of Ontario’s most respected and highest‐performing Classic Rock stations. Combined with our existing portfolio and significant presence across Ontario, we believe these assets will enhance our ability to deliver high quality, engaging, local content and multi‐platform marketing solutions. This strategic acquisition demonstrates our
continuing commitment to investing in our local media business and more importantly a great local radio team. We look forward to continuing to build on an already amazing operation.”

Indeed, that will be the case for Country 89 and Giant FM. Speaking to RBR+TVBR, Pole shared his company’s plans once they assume control of the stations. “Our plan is to keep everything the same. That said, every radio station has an opportunity to improve. Country has some success in the 18-34 demo and they are third; we don’t anticipate on making any changes. Of course we will do some audience research and consider any opportunities. For now, it is business as usual.”

Meanwhile, Country 89 can be heard across Niagara Falls, N.Y., and east toward Lockport. The Giant FM signal covers nearly all of Buffalo-Niagara Falls and can also be heard in much of Toronto. But, does Pole envision CIXL competing in any way against Townsquare Media or Cumulus Media for audience and advertisers in Western New York?

“The U.S. side of the border would not be a high priority for us going out of the gate,” he says. “Our focus has been superserving the local audience and our local advertisers. The core focus will be the Niagara region.”