Smooth 91.5

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smoothfm 91.5
City of license Melbourne
Broadcast area Melbourne, Australia
Branding smoothfm 91.5
Slogan Melbourne's easy place to relax
Frequency 91.5 MHz FM
First air date 5 September 2005 (2005-09-05)
Format Easy Listening
Language(s) English
ERP 56 kW
Former callsigns Melbourne's 91.5FM (2011–2012)
Classic Rock 91.5 (2010–2011)
Vega 91.5 (2005–2010)
Owner NOVA Entertainment
Sister stations Nova 100
Website smoothfm 91.5

smoothfm 91.5 (call sign: 3PTV) is a commercial radio station based in Melbourne, Australia.

The station is owned by NOVA Entertainment along with sister station, Nova 100.

History[edit]

The station first named Vega began with a music and talk format, however it switched to a music format in 2006. In 2010, its format became 'Classic Rock' playing primarily rock artists from the '70s and '80s and targets listeners 35-54, which would make its competitors Gold 104.3 and Triple M. After a somewhat shaky start the station seems to be growing slowly but consistently and now has around 400,000 listeners (AC Nielsen Official Survey 6 in 2009).

At the end of 2009, Vega moved to a model with no announcers outside of the Dicko & Dave morning show, with the result being a very high focus on music quantity post 9am. Alice Cooper started as the nights host on the station on 12 March 2010.

On 12 March 2010 the Vega brand was dropped and the station was relaunched with new a format as 'Classic Rock 91.5' to counteract the 'classic hits' station Gold 104.3 and the contemporary rock station Triple M.[1] DMG Radio Australia announced the change as Vega's brand as the station has struggled towards the bottom of the ratings ladder in both Melbourne and Sydney. 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.

On 21 May 2012, the station rebranded with a new format and name, 'smoothfm 91.5'.[2]

In May 2012, it was announced that Michael Bublé would be the face of smoothfm.[3]

See also[edit]

References[edit]

  1. ^ Bodey, Michael (12 March 2010). Local. "Vega axed for classic rock". The Australian. p. 3. 
  2. ^ "Smooth rebirth for Melbourne radio station". Retrieved 29 May 2012. 
  3. ^ "Michael Buble Is The Face Of smoothfm". Retrieved 29 May 2012. 

External links[edit]
http://en.wikipedia.org/wiki/Vega_91.5
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