Just seven months after it went on-air in Edmonton, Harvard Broadcasting owned CKEA-FM has switched its format from adult album alternative format to soft adult contemporary.

Targeting Adults 25 to 54 in Canada's sixth largest city, the station formerly known as 95.7 The Sound, the station will now be known as Lite 95.7, featuring music from artists such as Michael Buble, Elton John, Madonna, Taylor Swift, Coldplay, Katy Perry, and Train and Bon Jovi.

When asked why the change, station manager Tamara Konrad says, “We did it because nobody else did it first. There’s a hole in this market for the soft AC format. It is a proven format. It’s a top performing radio format in Edmonton and all across Canada.”

To draw attention to the change, the station played nothing but Christmas music all weekend along with placing Not-So-Secret Santa’s around the city who were giving away numbered gift cards for an on-air contest.

The new format begins today with husband and wife morning personalities Jamie O’Connell and Dan Hunt co-hosting during the morning drive while long time Edmonton personality Ryann Bradley hosts afternoon drive.

Discuss the format change at CKEA-FM in Digital Home's Canadian AM/FM Radio forum .