call sign, the station's studios were located on St-Charles Street in Old Longueuil, but the station served the entire Greater Montreal area. Cool FM In 1998, owner Jean-Pierre Coallier sold CIEL-FM to Metromedia CMR. On August 8, 2000, the station's call letters were changed to CKOO-FM as it switched to a modern rock format branded as Cool FM. (Even though the station broadcast in French, it used the English word "cool" to identify itself.) CKOO's offices and studios moved from Longueuil to Verdun in 1999. In 2001, the format flipped to mainstream rock when Corus Entertainment acquired the station, and the format was changed again to classic rock in 2003. The "Cool" branding continued to be used although the various rock formats failed to attract many listeners. CKOO wanted to become the first French-language rock station in the Montreal area. It took inspiration from CHOI-FM in Quebec City, a successful rock station broadcasting in French. (For some years in the 1970s and 80s, CHOM-FM had broadcast progressive rock in both English and French but was never a full-time French rock station.) With rock music failing to gain traction in Montreal, Corus announced on November 27, 2003, that the station would flip to a talk format starting in 2004. Following the announcement, all "Cool" programs were cancelled and the station played continuous Christmas music for the rest of the year. CHMP-FM On January 5, 2004, the new talk format made its debut, with the CHMP-FM call sign and the branding 98,5 FM, Le FM parlé de Montréal. The CHMP-FM call letters became official by spring 2004. With Paul Arcand as host, 98,5 FM rapidly climbed to the top of the Montreal ratings with 1,133,000 listeners and 120,000 visitors on its website. CHMP is the last station to broadcast from the legendary 211 Gordon Avenue studios in Verdun, which had been home to CKVL and CKOI-FM for decades. The station moved to new studios in Place Bonaventure in Downtown Montreal on July 29, 2006. The old 211 Gordon Avenue studios were demolished in December 2006. From February 2005 until April 1, 2007, the station had an all-talk format only during Canadian Radio-television and Telecommunications Commission (CRTC) regulated hours, while playing music at night. The station wanted to switch to an all-talk format beginning in January 2004 but was unable to do so because of CRTC regulations limiting talk shows on the FM