The effort is called "Made & Played In Canada," and the hope is emerging bands will submit music to the company, where it will be played on its stations across the country - including Ontario.  (Here's the list of stations they own in this province.) It hopes to be able to expose the new artists and give them a chance at attracting a wider audience. 

This reminds me of Q107's Homegrown LPs, that were released in the late 70s and spotlighted relatively unknown Canuck bands. 

Vista Radio launches ‘Made and Played in Canada’ initiative supporting emerging talent