Southern Cross Austereo is launching a “modern-rock” digital station under its Triple M brand, in a bid to diversify its audience base and tap into the youth market.
Triple M Modern Rock will be avalaible in Adelaide and Perth, from 9pm this Saturday (27 September) across digital radio and Triple M's smartphone apps and online site.
The station will feature “the world's new generation of rock acts” from the 2000s to now with artists including The Black Keys, The Arctic Monkeys, Alt-J and Australian acts Boy & Bear and John Bulter Trio on the line-up.
Triple M Network head Mike Fitzpatrick said the digital channel is a response to the evolution of rock, and that it was important to build a station where new sounds can be heard by Triple M listeners.
In a poke at the ABC's Triple J youth network, Fitzpatrick said: “Unlike our taxpayer-funded ‘youth network’, Triple M Modern Rock Digital isn’t elitist. We don’t care about ‘cool’ music or ‘on trend right now’ styles. If it’s a great song, we’ll play it. Whether it’s created in a garage by four blokes on instruments or a woman with an acoustic sitting on a bed, Triple M Modern Rock is their new home on digital radio,” Fitzpatrick said.
The new station will sit alongside Adelaide's Classic Triple M andPerth's Triple M Classic Rock Ditital and mix 94.5.
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