Ottawa's EZ Rock radio station is relaunching as boom 99.7 as of Thursday afternoon.
This is the second such change in recent months, following a switch in Toronto from Astral-owned EZ Rock to a boom station there. Its target audience will be 35-to-54-year-old women in Ottawa.
"The format shift is simply a natural evolution driven by changing market demand and listener feedback," stated Denis Bouchard, boom general manager.
“With our well-defined position, boom will be a perfect fit for women 35-54 in this very competitive market."
The shift means artists such as Duran Duran, The Police, Queen and INXS will get more airtime along with singers that were previously featured prominently on 99.7 EZ Rock, such as Elton John, Fleetwood Mac and the Eagles.
Personnel changes were not disclosed in the release, although former EZ Rock morning show host Neil Hedley announced his departure from the station last week.
While saying in a blog post that Astral was the best company he worked for, he added, "I'm not the guy you need if you’re playing ten songs an hour on your morning show."
In Ottawa, this is the second rebranding of a station in 2011; in February, Virgin 106.9 went back to its original name, The Bear.