
Winnipeg’s most listened to FM radio station ditched its old brand on Friday.
Hot 103 has joined Sir Richard Branson’s Virgin Group family under the leadership of Astral Media to become the “All-New #1 Hit Music Station 103.1 Virgin Radio” as of 8 a.m.
The company has rebranded several of its other stations to Virgin, including in Toronto, Vancouver, Montreal, Edmonton, Calgary, and most recently, London, Ontario.
The format will remain the same, with the station focusing on hit music and featuring star host Ryan Seacrest (syndicated), Canadian DJs Angry Kids, and Ace Burpee to continue as host of the morning show with Chrissy Troy and Lloyd the Intern.
103.1 Virgin Radio will be commercial-free all through the Labour Day weekend as part of the launch.
“Credit has to go to Ace Burpee who started the ball rolling this summer,” said Sharon Taylor, vice-president and general manager of Astral Radio Winnipeg. “Ace is a Richard Branson fan and knew that the values of the Virgin Radio brand matched the values that are also important to Winnipeg. We’re all very excited, a Virgin Radio station in Winnipeg puts us on the Virgin worldwide map, allowing us to bring even more exciting artists, contests and fun to music fans in Winnipeg. We’re incredibly pumped.”
To get ready for the flip, Astral hired Dale Davies in July as its new program director.
The name “Hot 103″ had been carried since 1997 under numerous ownerships such as Craig Broadcasting, Standard Radio and Astral Media. Earlier this year, Bell Media announced it would be purchasing Astral, but the sale is still pending and requires regulatory approval.
In the latest ratings book, Hot 103 held a 9.1 share during the spring period.


Talk superstation CJOB 68 and Hot 103 remain the top two AM and FM radio stations in Winnipeg after the Spring 2012 ratings book was released Thursday.
Two Winnipeg radio stations will broadcast for 12 hours straight today to share the stories and fundraise for children living with an illness.

Talk superstation CJOB and Hot 103 still maintain the top spots on the AM and FM dials, respectively.
Hot 103 and QX 104 are presenting One Big Day for Christmas today, as the two top FM radio stations in Winnipeg work to raise cash, toy and food donations for the Christmas Cheer Board.
Winnipeg’s West End will be on the receiving end of a collaborative effort put on by Hot 103′s Ace Burpee and jewelry designer Hilary Druxman.

