Asked by the federal cabinet to pursue the matter further, in 2002, the commission asked for new applications for a Vancouver multicultural station and received two – from Rogers and Multivan Broadcast, a newly formed consortium of local investors. The licence went to Multivan, with the CRTC citing its local ownership as one of the reasons for the decision. The station first signed on the air on June 27, 2003; branded on-air as "channel m," CHNM originally operated from studio facilities located at the intersection of Pender and Columbia Streets in Vancouver's Chinatown. In the mid-2000s, CHNM previously produced several station IDs and program promos using a diversity theme to capitalize on the station's former slogan "Diversity Lives Here," these including spots featuring Chinese lion dancers that emerge from their lion costume with their faces painted in orange and white, the colours of the BC Lions franchise of the Canadian Football League, along with slogans supporting the team; a South Asian dancer who performs her routine to the Channel M jingle, then breaks into a country and western dance; and a leather-clad Sikh motorcyclist who boards his bike to the Channel M jingle, arranged and performed in a style mixing ZZ Top-style blues rock with East Indian music.