Update 2/4: At 1:04pm Astral flipped “EZ Rock 104.9” to CHR as “104.9 Virgin Radio“. The move comes on the same day that Astral dropped the Virgin branding in Ottawa.

The station is branding itself as “Edmonton’s New #1 Hit Music Station” and directly targeting crosstown competitors 91.7 The Bounce and Hot 107. Pepper & Dylan, most recently in Calgary, but who previously hosted mornings at The Bounce will take the some role at Virgin.

Original Report 1/11: Astral Media AC “EZ Rock 104.9” CFMG Edmonton, AB could be on the verge of a format change. While once having the majority of the Adult Pop audience in Edmonton to itself, EZ Rock has seen increased competition from the recent launches of Adult CHR “102.3 Now” CKNO, AC “Up 99.3“, and Classic Hits “96.3 Capital-FM“.

The question is what direction Astral will take the station as it has registered two domains with completely divergent directions for the station. One, Boom1049.com would hint towards a Classic Hits format similar to sister station 97.3 CHBM in Toronto pitting the station directly against Capital. The other, 1049VirginRadio.com would pit the station more against Now and perhaps Edmonton’s two CHR’s “91.7 The Bounce” CHBN and “Hot 107” CJNW.

@Airchecker reports that Astral is likely to target Now, which will give them its 6th Virgin Radio branded station in Canada. The formats range from CHR in Montreal to Rhythmic AC in Vancouver to Rock in Ottawa. We will be monitoring this for further action over the coming weeks.