The Southern Ontario/WNY Radio-TV Forum » The Format No One Has Tried Yet

RadioActive · January 7, 2026 7:01 am

I'm far from convinced that this is the road to prosperity for any radio station that might want to try it, but a columnist for Barrett Media makes his case for an idea no one has attempted yet.

The Radio Format No One Has Launched Yet And Why It’s a Huge Opportunity

Shorty Wave · January 7, 2026 8:21 am

I could see this working in markets that have such options but maybe not so well in smaller markets, still, I’d be curious if this starts to happen as it is making headways on TV, I currently watch!

mace · January 7, 2026 8:52 am

I have zero interest in women's sport. Oh I occasionally look at the PWHL standings to see how the Toronto Sceptres are doing. As for the WNBA, I doubt I could name one team. Don't get me wrong. These women are talented individuals but I have no interest in watching them perform. I will stick with the NFL, NHL, MLB and CFL.

paterson1 · January 7, 2026 10:51 am

I think something like a women's focused radio station in some larger markets could work. I wouldn't make it exclusively for women's sports but have a broader range. Some talk shows that would be of interest to women. And make sure the station doesn't turn into a whiny outlet about local politics like Newstalk 1010 and at times 640.

RadioActive · January 7, 2026 10:56 am

Maybe times have changed, but Mojo Radio (aka Talk Radio For Guys) was a big failure. Why would this be any different? Isn't the idea to appeal to as wide an audience as possible?

While I like the idea of going after a specific demo to a certain extent, don't they always run the risk of becoming a niche station? Will advertisers buy in? Maybe. I'm just not convinced it would work.

RadioAaron · January 7, 2026 11:06 am

Taking something that barely works outside of big sports towns and making it more niche doesn't seem like a great idea.

paterson1 · January 7, 2026 11:17 am

RadioActive wrote:
Maybe times have changed, but Mojo Radio (aka Talk Radio For Guys) was a big failure. Why would this be any different? Isn't the idea to appeal to as wide an audience as possible?

While I like the idea of going after a specific demo to a certain extent, don't they always run the risk of becoming a niche station? Will advertisers buy in? Maybe. I'm just not convinced it would work.

Part of the issue is that you need to keep expectations in line. I was always curious why radio stations (and newspapers) tended to think when they made a sizable change that the impact and fortunes of the company would be quick, even within a few months. Hasn't usually worked that way in a long time. And you could argue that 1010 and 640 are niche stations, along with Zoomer, CBC Radio 2, and New Country 93.5. In TV look at W, it does alright ratings wise for a cable channel and geared for women. W comes up fairly often in Bell's top 5 trending channels during the day, even in prime time.

Paul Jeffries · January 7, 2026 11:22 am

RadioActive wrote:
Maybe times have changed, but Mojo Radio (aka Talk Radio For Guys) was a big failure. Why would this be any different? Isn't the idea to appeal to as wide an audience as possible?

While I like the idea of going after a specific demo to a certain extent, don't they always run the risk of becoming a niche station? Will advertisers buy in? Maybe. I'm just not convinced it would work.

Also, didn't CFNY try something similar in their very early days under the call sign CHIC-AM?

PJ

RadioAaron · January 7, 2026 11:50 am

paterson1 wrote:
And you could argue that 1010 and 640 are niche stations, along with Zoomer, CBC Radio 2, and New Country 93.5.

Those would all lose money on their own.

Aytononline · January 7, 2026 2:53 pm

You need to know your market, Double A hockey works well in Wingham, OHL hockey works in Owen Sound, but both leagues would never be found on 590 The Fan or TSN in Toronto.
Also remember when basket ball first came to Toronto the games were on CKVR in Barrie.

As for womans sports on Radio, I would think you need a small stations in or near Toronto. If it works it would at some point move over to TSN, if not there is not much lost and everyone involved can at least say they tried, but if they only had more time and money.

Fitz · January 7, 2026 4:27 pm

Also, didn't CFNY try something similar in their very early days under the call sign CHIC-AM?
PJ

Actually CFNY was not even a twinkle in the Allen Bros eyes at the time

Last edited by Fitz (January 7, 2026 7:29 pm)

Fitz · January 7, 2026 4:38 pm

Also WNEW FM tried this before they went prog. With Alison Steele, the Nightbird in flight.:

Last edited by Fitz (January 7, 2026 4:39 pm)

Walter · January 7, 2026 4:50 pm

Not sure the potential numbers are there in the female sports fan demo. Sauga 960 would crush them.

RadioAaron · January 7, 2026 4:52 pm

The article doesn't suggest the station is all about women's sports; it's suggesting a sport station run and hosted by women.

Hansa · January 7, 2026 8:43 pm

I know a few men who watch women's sport for - reasons.

RadioAaron · January 7, 2026 9:02 pm

Hansa wrote:
I know a few men who watch women's sport for - reasons.

I'm sure that the....reason....translates really well to radio.

newsguy1 · January 7, 2026 9:19 pm

Well, women are 50 per cent of the population and womens' sports are on the rise.
But I agree that the format is most likely to have a chance in large markets

Paul Jeffries · January 7, 2026 9:41 pm

RadioAaron wrote:
Hansa wrote:
I know a few men who watch women's sport for - reasons.
I'm sure that the....reason....translates really well to radio.

Theater of the mind doesn't quite have the desired impact with women's outdoor volleyball.

PJ

RadioAaron · January 7, 2026 9:55 pm

newsguy1 wrote:
Well, women are 50 per cent of the population and womens' sports are on the rise.
But I agree that the format is most likely to have a chance in large markets

It doesn't have a chance in those either.

I love how well women's sports are doing; it's long overdue, but the audience is a fraction of that for established leagues and the successful radio stations catering to those are few and far between.