AGREEMENT BETWEEN TRANSPORTS QUÉBEC AND COGECO DIFFUSION - DEDICATED TRAFFIC RADIO IS IN THE WORKS FOR MONTRÉAL METROPOLITAN AND WILL BE ON THE AIR THIS FALL
Press Release
For immediate release
Translation of the original French version
Agreement between Transports Québec and Cogeco Diffusion
DEDICATED TRAFFIC RADIO IS IN THE WORKS FOR MONTRÉAL
METROPOLITAN AND WILL BE ON THE AIR THIS FALL
Montréal, May 16, 2011 – Minister of Transport Sam Hamad and Cogeco Diffusion‟s Radio
Senior Vice President Richard Lachance have announced the creation of dedicated traffic radio
for the Greater Montréal area. Starting next fall, road users will be able to tune in on the AM
band to Cogeco Diffusion's French and English stations for traffic updates and information on
road work.
Mindful of the impact of the road work and traffic congestion affecting the Montréal highway
network, the Minister of Transport identified radio as the information tool of choice to ease the
flow for users of the roadways.
“Traffic radio will certainly help to reduce the impact our work sites have on truckers and drivers
in the Greater Montréal area. With it, users will be able to plan their routes and make informed
real time choices about how to get to their destinations. The agreement announced today will
make it possible to create and operate new radio stations that will enhance the services already
provided by Québec 511 and traffic announcers,” stated Minister Hamad.
Real time focus on user needs
The project provides for a host on the air from 4:30 in the morning (6 on weekends) „til 1 at
night. With access to the main traffic cams already installed by the Ministère at strategic points
along the highway network as well as other sources, hosts will be able to broadcast the most
up-to-date information to listeners. Programming will be made up of information on:
o Traffic status on the main highways and on the bridges
o Advice on which routes to avoid
o Road conditions
o Information on road work sites, their extent and their expected impact
o Tips on highway safety
o Weather conditions
“Cogeco Diffusion is proud to work with the Ministère des Transports to lessen the
inconvenience of the major road work that will be going on over the next few years in the
Greater Montréal area. With our radio broadcasting expertise and our facilities, Cogeco
Diffusion can deliver radio that‟s focused on people's real needs for traffic news and information,
non stop, seven days a week. Radio is the ideal medium for reaching drivers because 70%
listen to radio while they‟re on the road,” noted Mr. Lachance.
The Ministère will invest $1.5 million per year per station to finance a portion of dedicated traffic
radio operations until 2014 and will use station air time for publicity and awareness campaigns.
As owner, Cogeco Diffusion will be responsible for programming and will assume all financial
risk involved in implementing and operating the two specialty traffic stations.
– 30 –
Sources:
Maxime Sauvageau
Acting Press Officer
Office of the Minister of Transport and Minister
responsible for the Capitale-Nationale region
Tel.: 418 643-6980
Pierre Martineau
Cogeco Diffusion
Tel.: 514 293-9300
Information:
Media Relations
Ministère des Transports du Québec
Tel.: Montréal: 514 873-5600
Toll free: 1 866 341-5724