Update 6/19: The format change of CHHR to Classic Hits will take place on Friday, June 20 at 12:01am.

Focusing on music from the 1970s and 80s, the station will bring back the identity of the former Vancouver CHR “LG73” with core artists including Fleetwood Mac, Elton John, Michael Jackson, Rod Stewart, The Beatles, and Madonna.

The songs you grew up with from the 70s and 80s are back on the radio in Vancouver, along with a legendary radio brand that helped define the city. On Friday June 20th, at 12:01am, the famous “LG” brand returns to Vancouver as LG 104.3, playing classics by Fleetwood Mac, Elton John, Michael Jackson, Rod Stewart, The Beatles, and Madonna.

“This city came of age to this music. An entire generation grew up listening to these songs on the original LG 73, and we are honoured to bring the LG name back to Vancouver on FM playing those very same songs,” says General Manager Sherri Pierce. “We believe that LG 104.3 is a vibrant new choice for your commute and your workplace. It’s almost impossible not to sing along!”

The 104.3 frequency was previously home to Shore 104. Along with the rebrand of Shore 104 to LG 104.3, the radio station call letters have changed from CHHR to CHLG – further connecting the future of Vancouver’s airwaves to the city’s rich radio history.

LG 104.3 will play an upbeat, familiar mix spanning music’s biggest decades. “It’s the best music ever made,” adds Program Director Taylor Jukes. “These songs define our youth and put a smile on your face!”

The station will be active in the community, participating in a variety of events including SHOREfest, which takes place at the Honda Celebration of Light on July 26th, July 30th and August 2nd.

LG 104.3 is part of the Vancouver cluster of radio stations recently acquired by Newcap Radio, which also include Z95.3 (CKZZ) and AM650 (CISL).

Multiple air-staffers were dismissed from the station yesterday including morning co-host Ken Allen Joonyer and afternoon host Pam Stevens.

Update 6/15: Canadian Radio News reports that Newcap has filed to change the call letters of CHHR to CHLG. The CHLG call letters would match the LG1043.com domain registration we reported on last month with a likely Classic Hits format.

Original Report 5/16: Following their acquisition of three Vancouver stations as part of the Bell/Astral spinoffs earlier this year, Newcap appears ready to to revamp a second station in their cluster.

When Newcap closed on the the purchase in March, they quickly rebranded Hot AC “95.3 Virgin Radio” CKZZ to “Z95.3” as Bell retained the Virgin Radio brand. Newcap has now registered three domains for a change at AAA “Shore 104.3” CHHR.

The three domains registered were Amp1043.com, KG1043.com, and LG1043.com along with their .ca variants. An Amp CHR brand would be fairly close to CKZZ, but with Bell planning on returning the Virgin Radio brand to one of their other Vancouver stations it could allow Newcap to block them out. The potential KG and LG brands are more interesting. “LG73” CKLG was the primary CHR in the Vancouver market in the 1970’s and its call letters and heritage have been co-opted by Rogers Variety Hits “lacking a Classic Hits station since 2011, it would seem likely for one of three AAA’s in the market to shift in that direction.

In the most recent BBM PPM ratings for Vancouver, CHHR registered a 1.5 share of the market. Primary format competitor “102.7 The Peak” CKPK had a 3.2 share. Suburban 98.7 CKPM Port Moody also features a AAA format in the Vancouver market.