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Z95 program director, Brad Phillips.

Photo courtesy Joe Leary

JOE BIZ—Z95.3—the beginning

By Joe Leary

Published 11:49 PST, Fri December 22, 2023

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When Richmond radio station Z95.3 signed on to the airwaves on May 23, 1991; it signaled much more than just a brand-new frequency for local listeners to enjoy. It finally delivered a Top 40/Pop Music format to the FM dial.

It was a landmark move. Similarly, it proved a logistical challenge.

While Canadian AM Radio Stations had largely been devoid of restrictions or limitations as to what; or how often they played “the hits”, FM stations were nowhere as fortunate.

In fact, radio stations on the FM dial were heavily-regulated by cumbersome CRTC guidelines; severely limiting the amount of airplay that any given hit record could actually receive on a weekly basis. Limitations such as these literally fly in the face of logic as listeners are driven to a particular radio station or format, seeking their favourite songs and expecting to hear them within a certain timeframe.

Through the early years of inception from the mid-sixties onward; the fast-paced format of ‘Top 40’ radio gained immense popularity for continually ‘Playing the Hits’, amid a limited; yet highly-repetitive playlist. In Canada, FM Radio regulations at that point in the early 90’s prevented Z95 from following suit. “We had 50 per cent non-hit requirements back then but we launched with a high percentage of new music on our playlist,” says original Z95 program director, Brad Phillips.

In essence, brand new or uncharted music didn’t fall within the parameters of “hits”; within the purview of the restrictive CRTC regulations. “As such we were ahead of the Top 40 chart (hit) positions on enough of our music that hit/non-hit wasn’t too much of a problem”.

You heard that right—FM radio could only play a certain ratio of hit songs versus non-hit songs. Despite such obvious obstacles, Z95 seemingly sounded like a veritable Top 40 jukebox through creative programming strategy.

“It felt like we were a hit music station—but in the eyes of the CRTC, we were totally in compliance”. It may seem convoluted logic—and it certainly was, but the intent of the “hit song to non-hit song ratio”, prevented the superior FM radio signal from simply running roughshod over its AM counterparts still playing music.

It was seemingly intended as a precautionary measure and one that would; at the very least; give a longer shelf life to AM music stations struggling to keep pace with the ever-increasing advance of FM music radio.

Then, there was the challenge of having to play the requisite 33 per cent Canadian Content (Can-Con); a regulation that every Canadian radio station remains beholden to. “Can-Con was tougher to be honest,” says Phillips. “Much of Canadian music at that point was rock - not dance-pop”.

People don’t often remember but Alanis Morissette had a dance-pop album out then. She came to Vancouver; we went to dinner and I said “Congratulations—we are going to play every track on your CD!”

Sheer genius, as FM radio programmers were forced to resort to creative means to abide by the CRTC guidelines, yet still attract an audience accustomed to hearing their favourite songs on a regular basis.

It was ‘Mission: Accomplished’ and to say that Z95.3 FM took the Greater Vancouver radio market by storm right out of the gate is an understatement.

Armed with a pseudo Top 40, pop music format on the FM dial and aided by a line-up of stellar on-air talent that included the likes of DJ’s, Darren B. Lamb, Buzz Bishop and Zack Spencer; ‘Z’ became an immediate force to be reckoned with in the Vancouver radio market.

“I remember our station owner, Michael Dickinson coming to me and saying, ‘Can you deliver a 3 share (3 per cent of the overall Vancouver listening audience) with this new station? We are going to do our (budgeting and projection) models on a 3 share—so we need that.’”

In our first ratings release in 1991—we signed on with a 6.8 share—so there was happiness, and relief,” says Phillips. “A few years later we had a double digit audience share and became the Number One FM radio station in Vancouver”.

Known for its high-energy presentation and high visibility, ‘Z’ was equal to the task in marketing this new concept to a welcoming radio landscape.

“My number one memory was Paula Abdul coming to Vancouver to play at the Pacific Coliseum,” he recalls. “We did a promotion: “Wear a Z-shirt” to the show and if we see you, we will give you a free CD.

We went to the concert and the promo team had maybe 200 CDs to give away. I swear that if there were 10,000 people at that show—at least 5,000 of them had ‘Z’ shirts on. We handed out the 200 CDs and then basically hid under our seats.

It was exciting and terrifying”!

Today, Phillips is retired from the day to day of the radio biz but looks back fondly on such a special time in his career.

“Launching Z95 was a great experience with a great team,” he recalls.

“To this day I have people come up to me and say the station was a big part of their youth and even inspired some to get in to the radio business—which is amazing.”

@joeleary, X, @reallyjoeleary