CanWest Global Communications of Winnipeg is expanding its Canadian media empire to include a network of radio stations.

The licence for smooth jazz station 99.1 FM, set to launch March 1 as COOL-FM (CJZZ-FM) in Winnipeg, was granted last August, but that’s only the beginning of a national radio system – a strategy similar to the company’s entry into television with one station in Winnipeg more than 25 years ago.

Since last summer, CanWest has applied for a rhythmic contemporary hits radio (CHR) licence for Kitchener, Ont., and another jazz station licence for Montreal.

Jeff Vidler, partner at Solutions Research Group in Toronto, says smooth jazz has been a favourite format in the U.S. for about 10 years but has only been in Canada in a limited way for three.

‘There’s lots of room for smooth jazz to expand into other Canadian markets. Right now it’s in Hamilton and Calgary. There’s no smooth jazz in Toronto, so you could expect it at some point.’

Smooth jazz is really a marketing term defining easy-to-listen-to jazz-pop, says Vidler. It appeals to the popular 35- to 54-year-old demographic as an alternative to standard adult contemporary and soft rock formats.

CanWest’s jazz radio format will mesh nicely with COOL TV, a digital television music station for which the media conglomerate already has CRTC approval.

The planned launch of COOL TV is sometime this spring. Bill Hunt, VP/GM Global Specialty Services, says it’s prepared to be up and running with programming, but that timing is being dictated by technical and distribution elements, such as the pickup of the station by cable and direct-to-home (satellite) distributors.

‘It will be supported further by documentaries, television shows and performances. Our long-term plans are to ensure that whatever synergies will best exist between the two [COOL TV and radio] will be taken full advantage of.’

CanWest already owns and operates several radio stations in New Zealand, which broadcast in a variety of music genres.