CFPS-FM is a Canadian radio station in Port Elgin, Ontario, broadcasting at 97.9 FM, with a active rock format with the on-air branding 97.9 The Bruce. The station originally began broadcasting on the AM band at 1490 kHz on June 21, 1978. CFPS was launched by its sister station, CFOS in Owen Sound, as a semi-satellite radio station. On February 17, 2005, Bayshore Broadcasting received approval to convert CFPS from the AM band to the FM band at 97.9 MHz. The station was launched on 97.9 FM on May 20, 2005 as 98 The Beach and the old AM signal signed off the same day. Over the years, the station aired a variety of formats such as adult contemporary.