EZ ROCK GOES MULTILINGUAL
By Adnews Staff
Toronto radio station EZ Rock 97.3 is targeting the ethnic markets with its latest set of jingles. The station began airing multilingual jingles in French, Italian, Spanish and Cantonese this week. The lyrics of the jingles alternate between English and one other language. They conclude with the line: "The songs keep us together. Jingles are short songs that identify and sell the benefits of the radio stations. EZ Rock decided to run multilingual jingles because it wanted to recognize the reality of the Toronto marketplace, general manager Marc Paris says in a release. "This is a way to connect with them and acknowledge their culture." EZ Rock is ranked fourth in the Toronto market in the demographic of adults aged 25 to 54. The FM radio station is owned by Telemedia Communications of Montreal.