by Peter Conradi/Bullet News
First Christmas came in August. Then after 90 minutes the snow job stopped, and Ed Radio took to the airwaves.
Wednesday at 5 p.m. 105.1 The River (CFLZ) was relaunched as Ed FM under the direction of new owners, Haliburton Broadcasting Group. An hour and a half of unexplained Christmas music, which program manager Rob White said had the phones lighting up, preceded Ed's debut.
"We just wanted to create a little attention," White said. "We wanted to get people to notice us."
Mission accomplished, at least for Day 1. But White said it's not going to stop there, adding the station's new owners have a big marketing blitz planned for the entire region.