CBC Radio One revamps afternoon programming

(CBC) - CBC Radio One is planning changes to its afternoon schedule that will tailor the programming to different markets.

Beginning Nov. 7, drive shows in Vancouver, Winnipeg and Toronto will be extended to begin earlier, at 3 p.m. and a new national newscast will been added at 4 p.m.

There are also major changes coming in Radio One's national program schedule.

A new half-hour daily program called "The National Playlist", hosted by Jian Ghomeshi with Shelagh Rogers, will begin at 11:30 a.m.

And "The Roundup" is being replaced by another laid-back conversation and music show called "Freestyle".

The changes in the late afternoon are being made to address the needs of commuters, says Jennifer McGuire, executive director of programming.

"The four to six drive home is not a reality any more if you look at what is happening in those cities," she said, adding that there is "great potential" to reach listeners over a longer period in the late afternoon.

CBC Radio One has already experimented in Toronto with a local afternoon show that begins at 3:30.

"We'll be serving audience needs with a stronger news presence and programming that's related to what they do day-to-day," McGuire says.

The longer afternoon show format may be extended to other markets in future, she says.

A national newscast called "The World This Hour", hosted by Marcia Williams, will give nine and a half minutes of news at 4 p.m. and 5 p.m.

The newscast replaces a shorter locally generated newscast at 4 p.m. and "Canada at Five" at 5 p.m.

The changes in the national schedule involve new time slots for several programs, including "Out Front", "Madly Off in All Directions", "WireTap" and "Global Village".

But the most significant change to come in November is the revamping of the late morning and afternoon schedule, beginning at 11:30 with "The National Playlist".

The show will be a music-oriented program similar to Ghomeshi's popular "50 Tracks".

Working with different guests each week, it will work out the answer to the question: What would be on your playlist if your iPod could only hold 10 tracks, and you could only change the songs once a week?

Musicians, critics, politicians and celebrities will be invited to work out an ever-evolving playlist.

"Freestyle", which follows the noon hour programs, will be hosted by Kelly Ryan and Cameron Phillips out of Vancouver.

Ryan is a Vancouver-based CBC news reporter and has been a radio host on local programs. Phillips is new as a host on CBC Radio, but has been a contributor to shows such as "Go" and "DNTO".

"Freestyle" will be a mix of music, conversation and guest appearances. It's being described as "an ongoing conversation about things that make the cut at the water cooler - life, leisure and the newest trends."

"These changes are about being more relevant to more people," McGuire says. "We've tailored the schedule to adjust to the needs of different markets."

Tetsuro Shigematsu, who has been hosting "The Roundup", will return to the CBC Radio newsroom in Vancouver.

"The Roundup"'s original host, Bill Richardson, will continue to host "Canada Reads", and is currently developing a new program for CBC Radio.