Classic Rock (Australian radio network)

Classic Rock (Australian radio network)
Classic Rock
DMG Classic Rock Logo.gif
City of license Sydney, Melbourne
Broadcast area  Australia
Branding Classic Rock Australia
Slogan Classic Songs. Classic Rock.
Frequency Variable
First air date Sydney:
August 1, 2005 (2005-08-01) (as Vega)
March 12, 2010 (2010-03-12) (as Classic Rock)
Melbourne:
September 5, 2005 (2005-09-05) (as Vega)
March 12, 2010 (2010-03-12) (as Classic Rock)
Format Classic rock
Language English
ERP Sydney: 150 kW
Melbourne: 56 kW
Affiliations Nova (radio network)
Owner DMG Radio Australia
Website Network: www.classicrockfm.com.au
Sydney: [1]
Melbourne: [2]

Classic Rock is a network of two Australian commercial radio stations operated by DMG Radio Australia, one in Sydney, the other Melbourne. The Classic Rock stations were previously known as Vega, which was a sister station to DMG's other Australian radio network Nova. Vega launched in 2005 to target the baby boomer market of listeners in the 40 to 60 age bracket, with a mix of talk and music from the 1960s to the 2000s.

Consistently low ratings led to DMG's decision to rebrand Vega as 'Classic Rock' and relaunch it on Friday 12 March, 2010 as a competitor to similar stations Gold 104.3, Classic Hits WSFM and Triple M. DMG Radio Australia announced the change to Vega's brand as the stations had struggled towards the bottom of the ratings ladder in both Sydney and Melbourne. In building these new stations DMG needed a "simple, focused music concept that would appeal to the 35-54 audience," according to CEO Cathy O'Connor. The two stations now focus on their frequencies, 95.3 FM (Sydney) and 91.5 FM (Melbourne), in all branding with the slogan Classic Songs, Classic Rock.

Contents

Stations

Name City Frequency
95.3 FM (2PTV) Sydney 95.3 FM
91.5 FM (3PTV) Melbourne 91.5 FM

Early survey results

During its first ACNielsen ratings survey (No. 8, 2005, covering mid-September to November of that year), Vega's stations had failed to attract a significant audience. The Sydney station reached a 1.8 percent audience share, and the Melbourne station gained a 1.2 percent share, placing it second last (ahead only of ABC NewsRadio) and last out of surveyed stations in each market, respectively. However, station management state that the slow take-up was to be expected, claiming the target audience will be slower than some audience groups to try a new station. In June 2006 [3] the Sydney and Melbourne stations stopped sharing programmes. Both stations dropped its "40 years of music" slogan and moved drive-time hosts Rebecca Wilson and Tony Squires to share the Sydney breakfast slot with former host Angela Catterns. The changes have been slow to grow market share, with the Sydney audience falling to 1.7% in Sydney (No. 6, 2006, but climbing slowly to 1.8% in Melbourne, which, at the time, was their highest audience share to date in Melbourne.

By the end of 2006, Vega had increased their ratings share in both cities. The Sydney station reached 2.8%, while the Melbourne station reached 3%.

In January 2007, Vega expanded its "Vega Variety" positioner to include "the 70s, 80s and the best new songs", and also put out advertisements in the form of billboards and on the side of buses, based around that expanded positioner. It was hoped that this would encourage more listeners to sample the station.

In the first radio survey of 2007, Vega in Sydney and Melbourne again both had small increases, with the Sydney station reaching 3% and the Melbourne station reaching 3.3%. The station's best demographic performer on both stations in that survey, is the 25-39 age group.

By the 4th radio survey of 2007, Vega in Sydney and Melbourne had gone over the 4% mark, with the Sydney station rating 4.6% and the Melbourne station rating 4.4%. In the 40-54 age group, Vega in Sydney was the second highest rating FM station in that age group after classic hits station WS-FM, who, traditionally, have been the highest rating FM station in that age group.

In the 5th radio survey of 2008, Vega in Sydney had surpassed the 5% mark for the first time, rating very closely behind main rival FM stations Triple M & WS-FM. The station also became the highest rating FM station in the 40-54 age group, knocking WS-FM off that position.

Low Ratings and Sackings

Melbourne newspaper The Age reported on July 22, 2010 that "Following last week’s sacking of breakfast hosts Ian ‘‘Dicko’’ Dickson and Dave O’Neil, Classic Rock now has the dubious distinction of being the only commercial FM station without any programs.

Sure, it broadcasts the externally produced Cover to Cover with Barry Bissell and the American Nights with Alice Cooper — both of which are music-oriented — but it has no talk-based breakfast or drive show and no announcers in the morning, afternoon or night shifts. Instead, listeners will get wall-to-wall classic rock songs with news, weather and sport updates."[1]

References

External links

References


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