91.5 FM (Melbourne Radio Station)

91.5 FM (Melbourne Radio Station)

Radio Station
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91.5 FM (Melbourne Radio Station)

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Description:
91.5 FM (call sign: 3PTV) is a commercial radio station based in Melbourne, Australia. It is run by DMG Radio Australia.

History

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 70's & 80's 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 Friday 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/pop' station Gold 104.3 and the sports talk/contemporary rock station Triple M. 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.

Announcers & Shows

  • Breakfast with Mike Perso (Monday to Friday, 6:00am -......
  • ...

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