DMG goes ‘Smooth’

The industry rumour-mill is in overdrive that DMG will be relaunching Sydney's 95.3 FM and Melbourne's 91.5 FM as 'Smooth 95.3' and "Smooth 91.5' within days.

The domain names smooth953.com.au and smooth915.com.au have both been registered by a third party, and are presently 'dark' awaiting the relaunch of the stations.

 

An insider at DMG has confirmed that staffing changes (here) over recent days are among the final adjustments prior to the stations being relaunched with their new identity, and that as yet there has been no official internal announcement from DMG management to staff.

This week saw the departure of a number of on-air staff from DMG in Melbourne and Sydney: announcer Anthony Maroon, and journalists Denee Savoia, Nikole Gunn, James Lake and Bree Roberts.

The new 'Smooth 95.3/91.5' format is likely to be broadly what the stations are presently airing, or in line with what the stations are currently airing on their evening 'Wind-Down' program. Either position, whilst slightly different in feel, would be best described as 'Variety AC' with a 40-54 female target.

Take your pick below, both are sample hours from 91.5 and 95.3 presently. The first hour, is the currently airing daytime format, and the second is an hour of the current evening 'Wind-Down' show. The new 'Smooth' brand appears certain to be one of these two options.