A new frequency on Toronto's crowded FM radio dial is poised to make history, its backers say, by becoming the country's first commercial radio station aimed at gays and lesbians. Proud FM is set to launch officially next Monday at 103.9 FM. Its website promises "an eclectic mix of sounds from current hits to anthems from the 70s, 80s and 90s" as well as a "splash of classical and dance music" and "unique and inclusive" talk programs. "I really think that we are pioneers here," said John Kenyon, the station's retail-sales supervisor, in an interview on the weekend. He said Proud FM, headquartered in the heart of Toronto's gay village, hopes to attract as many as 455,000 local listeners a week with its low power 50-watt signal, which will cover most of the city. Listeners from across Canada and around the world are expected to tune in online. The station has promoted itself as the first commercial terrestrial LGBT radio station in the world, but community radio stations Joy Melbourne in Australia and Radio Rosa in Denmark also exclusivly target the LGBT community. Kenyon predicts major advertisers will seek out his station as a way to get the attention of the affluent gay and lesbian market without having to advertise in edgier publications. "IKEA, for example, doesn't want an ad in a local publication next to a racy bathhouse ad," he said. Kenyon said the station is committed to programming for gays, lesbians, bisexuals and the transgendered and that its owners have been fighting to get the concept on air for a decade. Gay-rights organisation Egale Canada and other local groups and politicians supported the station's bid. The CRTC says it expects the station's spoken-word content "will consistently incorporate material of direct and particular relevance to the gay and lesbian community, and reflect its perspective and its particular needs and interests." The station is to officially launch at 10:39am on Monday 16th April. New Zealanders can listen online (starting Tuesday morning our time) at the link below. Ref: Globe and Mail, GayNZ.com (m)