Seal gets Smooth

Following Smoothfm's launch on Monday the stations have this morning announced that The Voice star Seal has joined the lineup on weekends.

Seal will host a recorded Sunday program at 9am, and commented "(I am) honoured to be part of the smoothfm family. Whenever I’m here in Australia smoothfm will be my first choice on my radio dial”

DMG clearly have a view that weekends will play a major role in driving the station forward, with a number of recorded 'celebrity' shows on weekends from Seal, Michael Buble, Jason Donovan, David Campbell and Richard Wilkins. 

Additionally, virtually all the promos on the station appear to be profiling the weekend lineup, rather than workday listening, so this is clearly a deliberate approach.

The two Smooth stations are presently being heavily marketed in both Melbourne and Sydney through television, print, digital and outdoor. 

Ultimately, whether the cume that brings will convert to consistent share depends on the quality and clarity of the product and its position. DMG certainly appear confident it will be successful.

You can see sample hours of the new Smoothfm here.