The Changing Face of Okanagan Media: A Decade of Upsets and Comebacks

Just ten short years ago, the Okanagan media scene looked vastly different. Print giants still thundered through the valley, radio voices dominated kitchens and car rides, and local TV crews prowled the streets with heavy cameras and trusted brands. But as digital challengers entered the track, the race began to shift — and the winners today aren't who many expected.

Once the Front-Runners: Newspapers and Traditional Broadcast

In 2014, legacy outlets like the Kelowna Daily Courier, Penticton Herald, and Vernon Morning Star still held a commanding lead. Their coverage was broad, their teams well-resourced, and their ads filled with local business support.

Radio, too, enjoyed dominance. Bell Media and Pattison-owned stations like 99.9 Sun FM and Beach Radio commanded loyal daily audiences across the Okanagan.

Meanwhile, TV news from Global Okanagan (CHBC) still pulled strong viewership — especially among older demographics — with professional nightly broadcasts that shaped regional discourse.

But as digital migration accelerated, the pace began to change.

The Rise of Digital: Online-First Outlets Hit the Gas

By 2018, platforms like Castanet.net had surged ahead, driven by fast local updates, mobile-friendly layouts, and early mastery of digital advertising. No printing press, no towers — just clicks and speed.

Independent blogs, community Facebook pages, and email newsletters like Kelowna Now and InfoNews also joined the race, carving out niches in events, lifestyle, and breaking alerts.

These players capitalized on algorithms, SEO, and social sharing. Their headlines appeared first, their alerts buzzed phones before others even hit “publish.”

The traditional gatekeepers were now chasing shadows.

Okanagan Media in 2024: A Reshuffled Finish Line

Today, Okanagan media is a crowded, fast-paced track — and the winners depend on who’s watching.

• Castanet remains the digital powerhouse, dominating Google results and social reach.

• Radio has pivoted — streaming apps, online-only channels, and podcast content help legacy stations maintain relevance.

• Print has thinned, with reduced editions and shrinking newsrooms, though niche and rural publications still hold local loyalty.

• TV hangs on, rebranded and repackaged, with most local coverage now repurposed for web and social.

New contenders — like ExNews.net, TikTok-based reporters, and hyperlocal newsletters — continue to change the rules mid-race.

What’s Next in the Race for Local Eyes and Ears?

With AI-generated news, smart speakers, and personalized feeds on the rise, the Okanagan media race is far from over. Traditional outlets must innovate or risk irrelevance. Meanwhile, independent creators and startup newsrooms might find open lanes in areas the giants abandoned.

One thing’s certain: in this race, no lead is safe — and the finish line keeps moving.