|Branding||104.9 Virgin Radio|
|Slogan||Edmonton's #1 Hit Music Station|
|Frequency||104.9 MHz (FM)|
|Format||Contemporary hit radio|
|HAAT||200.5 meters (658 ft)|
(Bell Media Radio G.P)
|Sister stations||CFRN, CFBR-FM, CFRN-DT|
|Website||104.9 Virgin Radio|
CFMG-FM is a Canadian radio station, broadcasting at FM 104.9 in Edmonton, Alberta. Branded as '104-9 Virgin Radio', the station airs a CHR format. The station also broadcasts a Punjabi language format on a Subsidiary Communications Multiplex Operation frequency.
Early years and EZ Rock
In 1995, CHMG changed to its current callsign, CFMG. At the same time, the station shifted to an adult contemporary format, branded as EZ Rock. Programmed by longtime broadcaster Tammy Cole, EZ Rock was a station designed to appeal to office work environments. Music was slanted towards female listeners 25–54 years old.
Astral changed the logo of the station in September 2010; however, the adult contemporary format is unchanged while continuing to say the decimal point on the station ID. In addition, most of the classic hits were dropped.
Virgin Radio 104.9
On February 4, 2011, the station dropped adult contemporary and became contemporary hit radio as 104.9 Virgin Radio. EZ Rock's last song was The Boys Of Summer by Don Henley, while the first song on "Virgin" was "Firework" by Katy Perry. This left Edmonton with no adult contemporary station for 51 days, similar to markets where an adult contemporary station would play Christmas music from November/December, until CKEA-FM dropped adult album alternative for adult contemporary (which has since shifted to adult hits).
CFMG, during its final adult contemporary week, did list its contemporary hit radio adds on Mediabase's Canadian adult contemporary panel. A week after the station flipped formats, the station was delisted from Mediabase's station adds. As of March 2011, CFMG-FM joined CHBN-FM on the Mediabase contemporary hit radio panel.
Every year for one week, along with sister stations CFBR and TSN 1260, 104.9 Virgin Radio present, Stollery Week, a week long fundraiser for the Stollery Children's Hospital. In past years all three stations had broadcast live for 2 days from the Stollery Children's Hospital. In year one, $300,000 was raised for the Pediatric Oncology Unit; in year two, EZ Rock and her sister stations raised $500,000 for Research. The station was also known for the "EZ Rock Christmas Party for Single Parent Families" where families in need are treated to a very special Christmas.
The last ratings period when CFMG was an adult contemporary station (October/10 - January/11) placed the station at #4 with a 7.4 share. In the first ratings period as Virgin Radio (February/11 - May/11), the station plummeted to #14 and with a 2.6 share. The Fall 2011 BBM Canada ratings book has the station up to #11 with a 4.9 share.