Toronto - Corus Entertainment says it's ready to give Toronto listeners a "shot of audio testosterone" when it relaunchs Talk 640 AM on Monday with its new "MOJO Radio" format for men.
The station will concentrate on issues and entertainment for men with a target audience of males aged 25 to 54. MOJO Radio will feature talk, sports, health and fitness, career and investment tips, gear, gadgets, cars and sex.
Jim (J-J) Johnson, Ontario programming vice-president for station owner Corus says the aim is to ``put stubble on the face of Canadian radio.''
The word MOJO, which means magical power, was popularized recently by the Austin Powers movies of Toronto-born comic Mike Myers.
Already the official radio broadcaster of the Toronto Maple Leafs, the station will also offer National Football League, Major League Baseball and Arena Football League games.
To give the new format some star-power popular Toronto morning radio hosts (Humble) Howard Glassman and Fred Patterson will join MOJO Radio. The comic duo has been a fixture at 102.1 The Edge FM, also owned by Corus.
Stewart Meyers, MOJO Radio operations manager, said there will be a lot of cross-promotion and interaction between MOJO Radio and The Edge, which plays new music, and Q107, another Corus FM station that plays classic rock. All three are geared to men, but the two FM stations will focus on music, while MOJO Radio will be the "complete male lifestyle" station.
Other hosts at MOJO Radio will include veteran radio personality Richard Loewen, Edge 102.1 alumnus Maie Pauts, rock radio DJ John Derringer, Scruff Connors, Mike Stafford, former boxer Spider Jones and broadcast sex therapist "Dr. Date" Rebecca Rosenblat.
Additional sports coverage will be provided through a partnership with the sports specialty TV channel Sportsnet.
Corus owns 49 radio stations countrywide, along with specialty, pay and conventional TV assets and Nelvana Limited, a producer of children's programming.
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