It doesn't appear this has been rolled out to any other Corus talk stations, at least locally. Hamilton is still "900 CHML" with nary a mention of Global. But it wouldn't surprise me to see it happen at other outlets with the same format around the country.

But while the change is understandable, "Global News Radio 640 Toronto" is certainly a mouthful compared to what was there before. 

grilled.cheese wrote:

It's always appeared that way, unless you mean it's a new URL. 

A new URL, but also, https://web.archive.org shows how it was just AM 640 without showing global at the top.

Last edited by Radiowiz (November 28, 2017 9:56 am)

I figured he'd have something snarky to say about the change and he didn't disappoint. After all, he's been through this kind of rebranding craziness a lot in his career.

It began right off the top of the show when he complained about not hearing his normal theme. (All the intros have been redone with the new ID.) "Where's my Jimmy Page?" he complained. "At least leave me my John Bonham!"

He then proceeded to explain that "Global" Purdon was taking the place of "Global" Patrick for the day. 

And finally, after trying to say the new phrase, he finally gave up and reverted back to "AM 640," before eventually getting with the program. 

Based on what I've seen in the past, when management decides to make this kind of change, they generally hammer it into the brains of all staff members to repeat the new slogan as often as possible. Unfortunately, as Stafford so subtly pointed out, it too often goes way overboard at the start, which is the mistake they all seem to make. 

I remember a number of years ago, just after CTV took over CP24, they called everyone into a big secret hush hush staff meeting. When they emerged, the station had been rebranded as "Toronto's Breaking News," an I.D. they still use to this day. But it quickly became obvious they'd told all the producers to be sure to use it every single damn time they could, as if to re-enforce the new direction. 

I well recall watching a producer sit down in the chair after that meeting, hearing about some minor accident somewhere and turning to his writing crew in an almost desperate plea, "Do we have Breaking News?" The look of disappointment on his face when they told him there was no way it could meet that criteria was palpable. 

I don't understand why they don't just let it happen organically. By the end of the first month, it becomes acceptable and everyone forgets about the old I.D. But they always have to overdo it at the start and it almost becomes an SCTV parody of itself as they try to force it on the listener.  

As critical of that station as I am, I wish them sincere luck. It would be absurd to complain about them and then gripe about it when they actually do attempt change.

What they did seem to retain is the curiosity of why Stafford reads the weather IMMEDIATELY after each newscast that just did the weather?!

Rebranding by a numb-skull - Carson, Fallon, Kimmel, and even the esteemed D'Angelo have music bumpers starting and ending their shows in addition to in and out of commercials - and now bubkas.  

What doofus thinks this is entertaining production?



(rant finished)

Corus is now using "Global News Radio" on CHML 900 in Hamilton and CFPL 980 in London...I was at 640 when they went from Talk640 to MOJO to AM640...I made fun of the new AM640 handle on the air....probably helped to get me canned.

Interesting that GNR640 didn't go the whole hog and adopt the "non-stop news" wheel format during their drives. Both Hamilton and London have gone that route.

geo wrote:

Rebrand?    Does any consumer give a shyt about rebranding?

No, they don't. 

This is just to make shows that air on more than one station sound more coherent and not just parachuted in from somewhere else - along with cross promoting on TV. 
 

There's only one thing worse than being snarked about, and that is not being snarked about.

So if their numbers go up (miracles can happen), who/what would we credit?

Opportunity is knocking on Global News Radio Toronto 640's door in the form of developer Brad Lamb who is naming condo suites after media personalities.   Who wouldn't rush to tie up a condo named the "Raging Redhead" or the "Lou Schizas"?      Admittedly, one marketed as the "Willie Shatner" is not as appealing

tc143 wrote:

     I bought the "Fun & Tonic" model, I hear Lou Schizas' laugh when you push the doorbell.  ;-).

The Grilled.Cheese model has reportedly being pulled due to the building inspector having difficulty determining if it is cheddar or processed
 

cash wrote:

I tuned in earlier tonight at around 7:30 and the employment show was on ??

An important part of the re-branding strategy
 

Stafford's gone global. His take this morning on the difficulties of remembering the new "Global 640 TO was priceless"

'I'm just looking to start over' said the emaciated drummer when asked why he was selling his drum kit.