Bell Media and iHeartRadio Canada last week announced Windsor radio station Pure Country 89 (CIMX-FM) has been returned to its previous alternative rock format 89X after a five-year hiatus.
The shift in format officially began at 8:08 a.m. ET on Thursday, Aug. 28. Bell Media said details around 89X’s locally programmed morning, workday and drive shows will be announced in the coming weeks.
Initially launched in May 1991, 89X operated as a modern rock station introducing new music, supporting local artists and promoting Canadian bands for nearly 30 years until it was flipped to the Pure Country format by Bell Media in November 2020.
The relaunch of 89X has been led by Brad Gibb, Bell Media’s regional program director for southwestern Ontario, who was born and raised in Amherstburg, Ont., and whose first job in radio was as an intern on 89X’s The Morning X show in 1998.
“I grew up listening to the original 89X, and the station’s music and personalities helped shape who I am both personally and professionally,” Gibb said in a Bell Media press release. “I feel very fortunate to drive the re-birth of 89X and have this full circle moment.”
“This return to the station’s roots celebrates the rich heritage and unmistakable spirit of 89X here in Windsor-Essex, and reconnects us with loyal listeners who have always been the heart of our community,” said Jennifer McLellan, Bell Media general manager of radio and TV for southwestern Ontario, in a statement. “89X is a legendary station that defined Windsor’s airwaves and became the soundtrack to countless memories across our community, and we’re excited to have both familiar listeners and a new generation discover what makes 89X so special.”
89X is available at 88.7 FM in southwestern Ontario and online at 89XRadio.com, as well as on iHeart.com and via the iHeartRadio Canada app.
