CHUM TO MAKE CHANGES AT NEW STATIONS
By Adnews Staff
Toronto-based CHUM Ltd. plans to make changes to some Ontario TV stations if its deal to swap stations with Baton Broadcasting of Toronto is approved by the Canadian Radio-television and Telecommunications Commission, The New VR vice-president and general manager Doug Garraway told Adnews last week. VR is a CHUM-owned TV station in Barrie, Ont. After dropping its CBC affiliation over two years ago, the station changed its programming and news format to reach the 18- to 34-year-old market. It also changed the way it advertised. In the past, VR, which was known as CKVR until September 1995, used only its own station and CHUM AM to promote itself. Now it uses all the major Toronto radio stations, print and transit. Ads are created in-house. VR's newscast is also different. Anchors have come out from behind the desk, while the newscast is brighter and faster. Station IDs are done by residents of Barrie to promote community involvement. If the swap with Baton is approved, CHUM will acquire CKNX in Wingham, CFPL in London, CHRO of Ottawa and CHWI in Windsor in exchange for CHUM's eastern stations. Garraway says there will be changes at the stations to suit the community. CHUM is hoping the deal will be approved by October. CRTC hearings will be held in the summer.