dmg: Smooth “6% in a year”
This week dmg confirmed the relaunch of 91.5 and 95.3 as Smooth on 21 May (read here). The exact strategic position the brand will look to occupy won't become entirely apparent until launch, however dmg executives are certainly bullish about the potential of the format.
To get a feel for the new format, watch dmg's 'sizzle reel' that was shown to media, staff and clients below, and click 'read more' to see comments from Tony Thomas, dmg's Group Marketing Director, including giving his ratings forecast for Smooth.
Speaking about the format and brand she has overseen, CEO Cathy O'Connor commented at the launch "we've identified a gap in the market for a music position that is unique, and we're confident listeners will embrace Smoothfm".
dmg have referenced highly successful AC stations such as Lite FM New York, Coast FM Auckland and Magic London presumably as stations achieving results that the company will be planning to replicate in time.
Group Marketing Director Tony Thomas commented in Mediaweek this week;
"The reason this makes a lot of business sense is that it is broader than what we have now. There are a lot of older females reluctantly listening (to) 2Day and Fox. We also expect to draw listeners from Mix and 2CH (and) WSFM and Gold FM…..when we look at our audience analysis it will be very broad"
"(Smooth will target) females 35-54 who have busy lives, our marketing will skew female, school drop off, pick up, rest moments, the workplace…..we will make noise in the market around this station………we will be investing in the millions"
"There is no reason (Smooth) shouldn't be on a 6% share or better in 12 months".
6%+ in a year is a bold call without a Breakfast show, however you certainly can't accuse dmg of a lack of confidence in the new brand.