SYDNEY: DMG Radio has scrapped its embattled Vega brand in favour of two new radio stations, Sydney’s Classic Rock 95.3FM and Melbourne’s Classic Rock 91.5FM, commencing today (12 March).
DMG developed the stations after a strategic review of the Sydney and Melbourne markets in recent months.
“In building these new stations we knew we needed a simple, focused music concept that would appeal to the 35 to 54 audience,” DMG Radio chief executive Cathy O’Connor said.
“Classic Rock 95.3FM and Classic Rock 91.5FM provides exactly that and will be a celebration of an era of music which evokes enormous passion from adult listeners,” she said.
The stations will retain existing Vega presenters, with the addition of Alice Cooper's pre-recorded program Nights with Alice Cooper, broadcast daily between 7pm and 9pm.
In the most recent Nielsen radio ratings, Sydney's Vega 95.3 slipped 0.3 points to a 3.4% audience share, while in Melbourne's Vega 91.5 dropped 0.6 points to 3.7%.
The move follows DMG last week scrapping Nova's low clutter advertising rule that has been in place since its launch in 2001.
Last year, Lachlan Murdoch’s private investment company Illyria took a 50% stake in DMG.
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