Dmg Radio Australia has today confirmed another rebrand of its second stations in Sydney and Melbourne as smoothfm, which will follow an easy listening “more music and less talk” format. The radio company believes it has identified a significant gap in the market for the format.
The move is another radical change of direction for the stations, which were branded as Vega Radio until March 2010.
The final set of radio ratings for the two Vega stations saw an audience share of 3.4% in Sydney and 3.7% in Melbourne.
The two stations then unsuccessfully relaunched as Classic Rock in an attempt to take on Austereo’s Triple M. However, audience share failed to improve significantly, hovering around 3.6% in both markets.
A year ago, Dmg quietly dropped the Classic Rock brand and moved to the more neutral Sydney’s 95.3 FM and Melbourne’s 91.5Fm, along with the positioning “Classic songs. Classic rock.”
In the most recent set of ratings,...
The move is another radical change of direction for the stations, which were branded as Vega Radio until March 2010.
The final set of radio ratings for the two Vega stations saw an audience share of 3.4% in Sydney and 3.7% in Melbourne.
The two stations then unsuccessfully relaunched as Classic Rock in an attempt to take on Austereo’s Triple M. However, audience share failed to improve significantly, hovering around 3.6% in both markets.
A year ago, Dmg quietly dropped the Classic Rock brand and moved to the more neutral Sydney’s 95.3 FM and Melbourne’s 91.5Fm, along with the positioning “Classic songs. Classic rock.”
In the most recent set of ratings,...
- 5/3/2012
- by mumbrella
- Encore Magazine
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