user: ### NOW ANSWER:
Question: What format is Première Chaîne?
Columns: ['Frequency', 'Call sign', 'Branding', 'Format', 'Owner']
Types: ['text', 'text', 'text', 'text', 'text']
Sample row: ['AM 880', 'CKLQ', 'CKLQ 880', 'country', 'Riding Mountain Broadcasting']
SQL:

assistant: SELECT "Format" FROM "Table" WHERE "Branding" = 'Première Chaîne';