Profile - Radio

Astral Media Radio

Astral Media Radio (AMR) operates 83 licensed radio stations in 8 Canadian provinces. It is Canada's largest radio broadcaster across all metrics: number of stations, revenues and number of employees. It has one of the largest commercial radio news groups in Canada with more than 100 journalists. In total, close to 2,000 professionals work together, including writers, producers, on-air personalities, technicians and managers. Their contributions have made Astral Media Radio one of Canada's leading sources of news and entertainment.

The AMR network comprises vibrant and iconic brands. Respected in their local cultures they include Énergie, RockDétente, Virgin Radio, EZ Rock, The Mix and The Bear. AMR also operates stand-out products in a variety of markets such as CHOM in Montréal and CJAY in Calgary.

Every week, these radio stations reach over 8.5 million Canadians and generate over 94 million listening hours representing 18% of radio tuning in the country (FC, S4-2007).

Astral Media Radio properties across Canada: Click here to see a complete map of Astral Media’s radio properties.

Astral Media Radio Sales (AMRS)

Previously known as IMS, AMRS is a national representation firm with more than 130 radio-station clients from coast-to-coast. The group provides cross-country radio marketing solutions to its customers, who are primarily media agencies and consumer goods corporations.

Orbyt Media

Orbyt Media is Canada’s largest and most successful syndication organization. Previously known as Sound Source Networks, it distributes more than 125 different programs and services every week to over 260 radio stations across Canada, including brands such as Ryan Seacrest, John Tesh and Perez Hilton for Astral Media Radio properties.

2008 Top-line financials - Radio

Astral Media Radio had a strong year in Fiscal 2008, increasing revenues by 156% year-over-year to reach $296.3 million.
With an EBITDA margin of 37.5%, Astral Media Radio continues to operate one of the strongest margins in the Canadian radio landscape.

AMR Revenues – 5 year overview

2008 At a glance

Canada’s largest broadcaster

On closing the acquisition of Standard Radio in October 2007, Astral Media became Canada’s largest radio broadcaster.

Adding stations

In February 2008, Big Dog 92.7 FM went on the air in Regina.
In August 2008, the Canadian Radio-television and Telecommunications Commission (CRTC) granted AMR a new English-language FM licence in the Ottawa/Gatineau region. The new soft adult contemporary station, to be branded Eve FM, will primarily target women aged 35 to 64. Slated to launch in Fiscal 2009, the CRTC’s decision is currently under appeal.

Strengthening the brand

In August 2008, AMR announced an industry first! With the rebranding of Mix 99.9 in Toronto to Virgin Radio 999, AMR introduced the first Virgin Radio-branded station to North America. With its signature edgy programming, the new Virgin Radio 999 will bring new life to the Toronto marketplace, with the possibility of rolling out to other markets across Canada going forward.
With the rebranding of the Boom fm station in the Amqui market to RockDétente 99,9, the network went from 7 to 8 stations, under the same brand at the end of August 2008.
Also in August, the Québec news operation launched the brand: “Info Astral Media, collé sur votre réalité”. Thanks to detailed demographic studies, Info Astral Media allows AMR’s team of journalists and announcers to target listeners by interest, by region as well as by time of day.
AMR has also made some key personnel changes at the management, programming and sales level as well as in on-air personalities in order to strengthen some individual brands and the overall performance of the radio division across Canada.

Leveraging the brand

Following the runaway success of the Energie and Energie 7 energy drinks, a new brand-derived product hit the market: 100% natural energy supplements sold in individual packages at Couche-Tard convenience stores. Over 200 000 units were sold from the corner-store chain in the first six months.

Interactivity @ Radio

Nearly 1.4 million unique visitors monthly on all AMR websites (comScore);
More than 5 million hours of radio content streamed per month;
Increased interaction with audiences on mobile with over 28,000 SMS messages sent per month in the Montréal, Québec, Toronto, Winnipeg and Calgary.

Closure of TATV

In August 2008, AMR closed its classified ad service, TATV.

Outlook for 2009

While pursuing the integration of our radio properties, AMR will continue to develop increasingly stronger radio brands across Canada in order to grow the target audience to the benefit of advertisers and shareholders.
AMR is taking the lead in promoting the use of PPM, a new system of radio measurement launched in Montréal in 2008-2009 with the use of online measurement capsules.
In 2009, AMR will move aggressively to offer more multiplatform interactivity for its consumers and advertisers.
AMR is dedicated to leveraging its leadership to invigorate radio as a trend-setting medium for the benefit of consumers and advertisers alike.