The ploy was unsuccessful, as secular advertisers were not interested in advertising on what was still otherwise a Christian station, and faith-based advertisers objected to its "liberal" and "non-traditional" presentation. Kesitah later sought a license amendment from the CRTC to reduce this quota to 31%.
A marketing strategy failed because secular advertisers were not interested in promoting their products on a Christian station that still maintained a conservative tone, and faith-based companies opposed its "progressive" and unconventional approach. Kesitah then applied for a license modification from the CRTC to lower this quota to 31%.