A familiar radio station in Brighton is getting a new name and a new identity.
Oldies 100.9 has officially become 100.9 WOW FM, marking what parent company My Broadcasting Corporation describes as a shift away from branding focused on the age of the music and toward the emotional connection listeners have with the songs themselves.
Vice-president of Content Development, Rob Mise, says the listener experience is going to change for the better.
The station’s new positioning statement, “Just Great Songs,” reflects the rebrand.
Mise says rather than emphasizing “oldies” as a musical era, WOW FM aims to deliver music that sparks memories and emotional connections, regardless of when the songs were originally released.
Additionally, Mise says the station’s core library of familiar hits will remain, but listeners can also expect more surprises mixed into the playlist.
While the music brand is evolving, the station says its commitment to local news, information and community involvement will remain unchanged. Local news coverage, community events, charitable initiatives and supporting organizations across Northumberland and Quinte West will continue to be a cornerstone of the station, alongside its refreshed music experience.
The rebrand takes effect immediately, with 100.9 WOW FM continuing to serve Brighton and the surrounding area under its new identity.
(Written by: Jordan Mercier)
