Vega (radio network)
Encyclopedia
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.
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 http://www.smh.com.au/news/tv--radio/we-dont-talk-any-more/2006/06/03/1148956582643.html 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.
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."
DMG Radio Australia
DMG Radio Australia operates commercial radio networks in metropolitan and regional areas of Australia. The company is 50% owned by United Kingdom company, Daily Mail and General Trust Group. Lachlan Murdoch's Illyria Pty Ltd bought 50% of the company in November 2009.DMG Radio Australia was formed...
, one in Sydney
Sydney
Sydney is the most populous city in Australia and the state capital of New South Wales. Sydney is located on Australia's south-east coast of the Tasman Sea. As of June 2010, the greater metropolitan area had an approximate population of 4.6 million people...
, the other Melbourne
Melbourne
Melbourne is the capital and most populous city in the state of Victoria, and the second most populous city in Australia. The Melbourne City Centre is the hub of the greater metropolitan area and the Census statistical division—of which "Melbourne" is the common name. As of June 2009, the greater...
. The Classic Rock stations were previously known as Vega, which was a sister station to DMG's other Australian radio network Nova
Nova (radio network)
Nova is a name given to a group of Australian radio stations. The group comprises five stations all owned by DMG Radio Australia, apart from the Perth station, which is a joint venture between DMG and the Australian Radio Network....
. Vega launched in 2005 to target the baby boomer
Baby boomer
A baby boomer is a person who was born during the demographic Post-World War II baby boom and who grew up during the period between 1946 and 1964. The term "baby boomer" is sometimes used in a cultural context. Therefore, it is impossible to achieve broad consensus of a precise definition, even...
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
Triple M
The Triple M Network is an active rock radio network in Australia owned by media company Austereo, who also own the Today Network.- History :...
. DMG Radio Australia
DMG Radio Australia
DMG Radio Australia operates commercial radio networks in metropolitan and regional areas of Australia. The company is 50% owned by United Kingdom company, Daily Mail and General Trust Group. Lachlan Murdoch's Illyria Pty Ltd bought 50% of the company in November 2009.DMG Radio Australia was formed...
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.
Stations
| Name | City | Frequency |
|---|---|---|
| 95.3 FM (2PTV) | Sydney Sydney Sydney is the most populous city in Australia and the state capital of New South Wales. Sydney is located on Australia's south-east coast of the Tasman Sea. As of June 2010, the greater metropolitan area had an approximate population of 4.6 million people... |
95.3 FM FM broadcasting FM broadcasting is a broadcasting technology pioneered by Edwin Howard Armstrong which uses frequency modulation to provide high-fidelity sound over broadcast radio. The term "FM band" describes the "frequency band in which FM is used for broadcasting"... |
| 91.5 FM (3PTV) | Melbourne Melbourne Melbourne is the capital and most populous city in the state of Victoria, and the second most populous city in Australia. The Melbourne City Centre is the hub of the greater metropolitan area and the Census statistical division—of which "Melbourne" is the common name. As of June 2009, the greater... |
91.5 FM FM broadcasting FM broadcasting is a broadcasting technology pioneered by Edwin Howard Armstrong which uses frequency modulation to provide high-fidelity sound over broadcast radio. The term "FM band" describes the "frequency band in which FM is used for broadcasting"... |
Early survey results
During its first ACNielsenACNielsen
ACNielsen is a global marketing research firm, with worldwide headquarters in New York City. Regional headquarters for North America are located in Schaumburg, Illinois. As of May 2010, it is part of The Nielsen Company.-History:...
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
ABC NewsRadio
ABC NewsRadio is an Australian Broadcasting Corporation radio service devoted to delivering live and 24-hour news updates and information. The service is available on a number of broadcasts right around Australia, including AM/FM radio, some pay-TV platforms and online via the Internet.Originally...
) 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 http://www.smh.com.au/news/tv--radio/we-dont-talk-any-more/2006/06/03/1148956582643.html 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
Classic hits
Classic hits is a radio format which generally includes rock and pop music from 1964 to 1989. The term is sometimes erroneously used as a synonym for the adult hits format, but is more accurately characterized as a contemporary style of the oldies format...
station WS-FM
2WS
101.7 WSFM is a FM band radio station broadcasting in Sydney, Australia. Its main content is commercial music, in particular classic hits from the 1960s to the Early 2000s, with a greater focus on the 70's, 80's and 90's...
, 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 AgeThe Age
The Age is a daily broadsheet newspaper, which has been published in Melbourne, Australia since 1854. Owned and published by Fairfax Media, The Age primarily serves Victoria, but is also available for purchase in Tasmania, the Australian Capital Territory and border regions of South Australia and...
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."