dmg announces ‘SMOOTH’

As Radio Today broke last friday (here), dmg have just announced the rebrand of 91.5 and 95.3 as 'Smooth FM'.

Since dropping the Classic Rock branding a year ago, dmg have had the stations in an obvious, and long, 'holding pattern' whilst they decided on the new brand and format.

The new format is described by dmg as being focused on providing 'more music and less talk' and as "distinctive, contemporary, soft easy listening", and will feature soft music from all era's.

The lineup of the stations has being tweaked slightly with David Reyne, formerly of Channel Ten, joining the stations for the evening program 'the Wind Down', and Operations Manager Mark Robinson slotting into afternoons. Also signing on for weekend specialty programs are Richard Wilkins and Jason Donovan.

In announcing the brand and the format that she has chosen for the stations, CEO Cathy O’Connor (pictured left at todays launch) said: “A major launch of a new radio brand is incredibly exciting not just for dmg Radio Australia, but for the whole industry.

We’ve identified a gap in the market for a music position that is unique in the Sydney and Melbourne radio landscape and we’re confident that listeners will embrace smoothfm.”

“dmg Radio Australia now has a comprehensive portfolio to go into market. smoothfm, when combined with the Nova Network, will provide an incredible offering to both the under and over 40s with enormous revenue opportunities for the company.”

Some of the artists featured on the new format, dmg have said, will be the Bee Gees, Adele, The Beatles, Abba, George Michael and Michael Buble.

dmg have referenced other markets where AC formats such as SmoothFM are highly successful: Magic in London, Coast FM Auckland and Lite FM in New York each of which are ranked either first or second in those markets.

The relaunch will happen at 7am on 21 May and will be supported by a  marketing campaign described as 'significant'.

note: we previously had linked to DMG's Sizzle Reel, however they have shutdown the URL containing this.

 

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