A few weeks after Corus Entertainment flipped Rock “Power 97” CJKR-FM Winnipeg to Classic Alternative, Pattison Media has flipped Hot AC “94.3 Now Radio” CHNW-FM to Alternative “Alt 94.3“.

Positioning as “Winnipeg’s Music Alternative”, the new brand launched at midnight. Morning hosts Marika Friesen and Dave Turnbull remain in place, while the remainder of the day will feature a mix of voices including locals Aaron Penman and Zap Davids, Edmonton based musician Travis Bretzer and CKPK-FM Vancouver’s Melissa Thomas. Featured artists include Muse, Coldplay, Arkells, Death Cab for Cutie, Twenty-One Pilots, Cage the Elephant, Foster the People, and the Foo Fighters.

Program Director Dale Davies said, “Winnipeg is long overdue for a station dedicated to new alternative music and I couldn’t be prouder to bring the best in alternative to my hometown.”

General Manager Marc Patric added, “We are excited to be Winnipeg’s Music Alternative and specialize in what alternative music is today and has been over the past 20+ years. ALT 94.3 will be all about the music, the artists, the local alternative music scene and a station that celebrates Winnipeg. ALT 94.3 will bring Winnipeg a format of music this market has never had”.