IN the digital age of Netflix and Hulu.com, you might think a new radio station sounds, well, a tad dated.
Perk up your ears, then, for the newest launch on the airwaves: Winnipeg's Classic 107.1 FM.
The launch of Winnipeg's brand-new classical and jazz music station is Thursday at an event planned for the Centennial Concert Hall.
Doors open at 9 a.m. A light breakfast will be served. Speeches start at 9:30 and the station's owners press the button to go live at 10 a.m.
The new station will allow for streaming online, a playlist archive and a web streaming link.
Classic 107.1, owned by Golden West Broadcasting Ltd., bills itself as Winnipeg's only classical and jazz music station and features such on-air talent as award-winning hosts Eric Friesen and Bill Richardson.
The company recently received approval from the CRTC to change the music format at one of its two Winnipeg stations, Ignite 107.1 FM, to classical music, and it's building a new studio with a 100,000-watt transmitter. (Winnipeg is the only big city with a Golden West station.)
"We will be your one-stop shop to all the news and behind-the-scenes coverage on the symphony, opera, chamber groups and choirs," the station's prelaunch promotional material stated.
The station aims to attract the ears of those over age 45. "They are affluent, mobile and discerning, yet only five per cent of advertising is dedicated to this age group," a media kit aimed at would-be advertisers said.